One of CanadaB次元官网网址檚 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 chainB次元官网网址檚 annual spring prize contest is now simply Roll up to Win B次元官网网址� rather than Roll Up The Rim To Win B次元官网网址� eliminating the fiddly work of rolling up a coffee cup rim with your hands or teeth to reveal a message like B次元官网网址渨in donut.B次元官网网址�

Customers will now scan the Tim Hortons app on their smartphone at the time of purchase to earn a B次元官网网址渞ollB次元官网网址� that could reveal a prize like B次元官网网址渇ree donut,B次元官网网址� or scan a loyalty card and later log into the contestB次元官网网址檚 website to see the rolls and prizes theyB次元官网网址檝e earned.

B次元官网网址淭his is such an iconic game,B次元官网网址� said Hope Bagozzi, Tim Hortons chief marketing officer in an interview. B次元官网网址淓ven though itB次元官网网址檚 changing, we think itB次元官网网址檚 evolving to be even stronger and we hope guests will love it in its new iteration.B次元官网网址�

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.

The usual prize pool of free coffees, donuts, electronics and vehicles has also been expanded to include subscriptions to streaming services and reusable mugs B次元官网网址� part of the companyB次元官网网址檚 efforts to increase the sustainability of the contest.

Indeed, the new digital contest addresses past criticism that even customers with reusable mugs had to take a paper cup in order to play.

Meanwhile, Tim Hortons has retired the dreaded B次元官网网址減lease play againB次元官网网址� message. Instead, the company said every roll is a winner, including reward points that can be collected and redeemed for almost anything you can buy at the fast-food restaurant.

Still, while the coffee chain said the rebranded campaign comes with more chances to win and the largest prize pool in its 36-year history, itB次元官网网址檚 also expecting the changes could take some getting used to for its most ardent fans.

Last yearB次元官网网址檚 campaign kicked off just as the pandemic started and was quickly shifted digital to prevent staff from having to collect rims that had been in peopleB次元官网网址檚 mouths.

This served as a transition for customers, Bagozzi said.

B次元官网网址淧eople had to adjust to the fact that their beloved tabs had gone away,B次元官网网址� she said.

B次元官网网址淚tB次元官网网址檚 sort of a tradition. People are so used to rolling it up with their teeth or had different ways of doing it, so last year was an adjustment.B次元官网网址�

Indeed, the rim-based contest was so popular it sparked the most Canadian of inventions B次元官网网址� a coffee cup rim-rolling device known as the Rimroller B次元官网网址� featured on CBCB次元官网网址檚 B次元官网网址淒ragonB次元官网网址檚 Den.B次元官网网址�

The interactive element hasnB次元官网网址檛 completely disappeared, Bagozzi said.

B次元官网网址淲eB次元官网网址檝e designed the actual experience in the app to be fun,B次元官网网址� she said. B次元官网网址淲eB次元官网网址檝e made it as visceral as we can to mimic the experience of the tab. So there will be sort of a sensation and a noise.B次元官网网址�

Tim Hortons parent company Restaurant Brands International Inc. said last week one-third of adult Canadians currently use the coffee chainB次元官网网址檚 loyalty program.

RBI chief corporate officer Duncan Fulton said the chainB次元官网网址檚 loyalty program gives the company a B次元官网网址減owerful marketing toolB次元官网网址� to be able to better tailor offers to customers.

B次元官网网址淚t allows us to send more targeted offers to people in the future that are more in keeping with what they like,B次元官网网址� Bagozzi said. B次元官网网址淚t gives us the knowledge B次元官网网址� to make it more relevant for Canadians.B次元官网网址�

The contest will run March 8 to April 4, with an additional two weeks at the end to accept the prizes within the app or website.

READ MORE:

READ MORE:

Brett Bundale, The Canadian Press

Like us on and follow us on .

Want to support local journalism during the pandemic? Make a donation