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Published: 3 Mar 2017

Hotels.com: Winter Swear Jar

Travel site Hotels.com is turning frostbitten Canadians cursing on social media into cash towards holidays in the sun.

The Winter Swear Jar, a campaign from ad agency J. Walter Thompson Canada, analyses Canadian Twitter in search of messages containing both profanity and comments on the weather. Whenever a Canadian vents their frustration with the cold on the social media site, Hotels.com adds 25 Canadian cents (US$0.18) to its jar. Once the jar has filled up with CA$1,000 (US$745), Hotels.com turns the money into a gift card to let a lucky winner escape to somewhere more hospitable.

The booking site isn't the only brand engaging with Twitter profanity. French TV broadcaster Canal+ launched its AiMen Twitter campaign to promote the addition of drama series The Young Pope to its programme. Creative agency BETC Paris has used IBM Watson's artificial intelligence (AI) technology to create a bot in the name of the titular Pope Pius XIII (played by Jude Law). Whenever a member of the Twitter flock exhibits sinful thoughts of boastfulness, gluttony, pride or old-fashioned swearing, AiMen's Pius XIII bot responds in real time, quoting one of the 39,000 verses of the Bible.

Our Industry Trend Invisible Marketing – publishing next week – will look at more ways of leveraging AI technology, in-the-moment engagement and mercurial consumer attention. Also check out Mastering the Attention Economy, our coverage from Social Media Week London, and read Personalising E-Tail and Contextual Commerce for retail opportunities with contextual data.

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