The weather feed allowed to automatically activate weather-triggered media actions in the most consulted media channels for weather updates. This included Outdoor, Facebook, Mobile and weather websites across Canada.

In another media first, we developed a new, exclusive approach to dominate city pages of The Weather Network. Page dominations are usually bought for a full 24h rotation and reserved months in advance. For Mark's, we established weather triggers such as the first snow or extreme cold of the season. At any time during the day, the minute these triggers were reached, the city page domination was automatically activated.

The complexity of this campaign was outstanding. On any given day, discounts were different in each major market. But it was worth it:

- 67 987 000 million weather-triggered impressions were delivered.

- Where weather was active, comp sales were up 21% over the previous year.

- This campaign did not go unnoticed. Several media outlets covered it, including the popular Buzz Feed!

And thanks to Mark’s, Canadians enjoyed the positive outcomes of harsh winters!