Insight: Swedes loves the sun and hanging at the beach. The problem is that the weather rarely allows it. Also, bad weather is one of the most popular things to tweet about. To get Swedes interested in summer holidays at MrJet’s beach resorts we wanted to point out that the Swedish weather is mostly awful. We created the hashtag #SvenskSommar (#SwedishSummer), the Twitter-account @MrJets_sommar (@MrJet’s_summer) which automatically retweeted all tweets with the hashtag and a ticker displaying all tweets with the hashtag on MrJet’s website. We also created a contest where the most depressing tweet every other week was rewarded with a beach holiday. At the end of the campaign we created a special discount code (#SvenskSommar) giving a SEK 500 discount on beach holidays. The hashtag was a success and during the campaign we got more than 5000 tweets reaching over a million users. Meanwhile MrJet’s twitter followers increased with 40 % and more beach holidays were sold than ever before.