One of Canada s most recognized marketing campaigns is going fully digital as Tim Hortons swaps out printed messages under rolled up coffee rims for scanning a loyalty card or app.
Customers will now scan the Tim Hortons app on their smartphone at the time of purchase to earn a roll that could reveal a prize like free doughnut, or scan a loyalty card and later log into the contest’s website to see the rolls and prizes they ve earned. This is such an iconic game, said Hope Bagozzi, Tim Hortons chief marketing officer in an interview. Even though it s changing, we think it s evolving to be even stronger and we hope guests will love it in its new iteration.
Tim Hortons has added new menu items to the campaign, with cold beverages and breakfast sandwiches now eligible for prizes in addition to hot drinks.
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Nathan Denette/The Canadian Press
One of Canada’s most recognized marketing campaigns is going fully digital as Tim Hortons swaps out printed messages under rolled up coffee rims for scanning a loyalty card or app.
The chain’s annual spring prize contest is now simply Roll up to Win – rather than Roll Up The Rim To Win – eliminating the fiddly work of rolling up a coffee cup rim with your hands or teeth to reveal a message like “win doughnut.”