On February 2015, winter storms covered Boston with over 30” of snow. Social media went crazy when some Bostonians created the #BostonBlizzardChallenge, a trend where people would jump off from rooftops and porches. The hashtag became a trending topic so quickly, the mayor had to intervene by saying: “It’s a foolish thing to do and you can kill yourself. Stop the nonsense”.

The video was viewed more than 150,000 times and shared more than 10,000 in last than 24 hours. It became the Puerto Rico Tourism Company most shared Facebook post ever and immediately got the media’s attention. Right when temperatures kept dropping and snow kept falling in the United States, we reminded people that when winter drives you insane, you can always come to Puerto Rico.

The Puerto Rico Tourism Company challenged the daredevils who created the trend to jump safely from the Island’s most beautiful beaches and waterfalls, to their heart’s content. Every jump was filmed to replicate the original Boston Blizzard Challenge posts and was shared through the country’s social media platforms and the jumper’s personal accounts from where the viral effect emerged. The digital platforms used to share the content were Facebook, Twitter, and Instagram.

The Puerto Rico Tourism Company quickly responded by joining mayor Walsh’s statement, with a twist. It capitalized on the trending topic by identifying the creators of the challenge online, contacting them and inviting them to jump off from beautiful waterfalls, boats and breath-taking places, way more attractive than rooftops and porches.