Driving in miserable, winter weather isn’t for everyone. But for Subaru, it’s a chance to show what it’s made of. So to tout its mettle in tough conditions while raising social engagement, the car company turned to Watson Advertising for an innovative solution.

Knowing that the brand’s core demographic was active on social, we leveraged WEATHERfx and geotargeted ads to Twitter users who were experiencing inclement weather. Ads showing Subaru’s superiority in these conditions appeared in users’ Twitter feeds and on the Commuter Forecast pages of weather.com and our mobile app. The hashtag #dontletwinterwin tied the whole campaign together.