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Canadian winters are hard. It’s no wonder so many Canadians are taking to social media to voice their contempt for winter. In this social initiative, we channel that frustration into something positive. Introducing The Winter Swear Jar, a social campaign that turns negative social posts about winter into money that goes towards sending Canadians on warm, wonderful vacations.
Our social listening tool scraped millions of tweets for winter words combined with curse words, creating a profanity filter in reverse. Every time a Canadian cursed about winter, we responded with a funny tweet linking to our website, where they could see a quarter added to the jar. Every time the jar reached $1000, Hotels.com gave away the equivalent in hotel stays somewhere warm.