Overview
Canadians are frustrated by the long, freezing winters they’re forced to endure each and every year.
For Hotels.com, we found a way to turn the obscenities hurled by the disgruntled at Canada’s frigid temperatures into something a bit more productive.
Introducing the Winter Swear Jar.
For every profanity-laden, anti-winter tweet that included a winter-related keyword, Hotels.com added a quarter to the Winter Swear Jar. Each time the jar reached $1,000, a lucky Canadian won a Hotels.com gift card in that amount to be used towards booking the perfect winter escape.
We tapped into winter angst in a culturally relevant way that allowed Hotels.com to, in some small way, be part of making the harsh Canadian winter a bit more tolerable.
Impact
There were 23,600 quarters added to the jar, $5,900 was collected and we gave away 5.9 jars in total. Overall, Canadians were thankful for an escape route out of the bitter cold.
One Show
One Show / Finalist X 3.
