To promote TUI, the biggest tourism company in Germany, we created the very first bad weather mobile competition: check-in your weather status, get your score (the worse the weather, the better the score) and win the best holiday.
The campaign was launched on social media with a video and sponsored posts. We also created a Facebook app to keep track of the competition and to challenge people's friends.
Immediately, people joined the contest and became so competitive that they started traveling to the coldest places in Germany to check-in there.
In short time, the app became one of the most downloaded apps in the App Store.
Ideation, Copywriting and UX.