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Tim Hortons trims rim from iconic contest with all-digital BԪַRoll Up to WinBԪַ

Usual prize pool of free coffees, donuts, electronics and vehicles has been expanded
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FILE BԪַ Signage for Tim Hortons is seen outside a Tim Hortons restaurant in Toronto, Friday, March 6, 2020. THE CANADIAN PRESS/Cole Burston

One of CanadaBԪַs 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 chainBԪַs annual spring prize contest is now simply Roll up to Win BԪַ rather than Roll Up The Rim To Win BԪַ eliminating the fiddly work of rolling up a coffee cup rim with your hands or teeth to reveal a message like BԪַwin donut.BԪַ

Customers will now scan the Tim Hortons app on their smartphone at the time of purchase to earn a BԪַrollBԪַ that could reveal a prize like BԪַfree donut,BԪַ or scan a loyalty card and later log into the contestBԪַs website to see the rolls and prizes theyBԪַve earned.

BԪַThis is such an iconic game,BԪַ said Hope Bagozzi, Tim Hortons chief marketing officer in an interview. BԪַEven though itBԪַs changing, we think itBԪַs evolving to be even stronger and we hope guests will love it in its new iteration.BԪַ

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 BԪַ part of the companyBԪַs 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 BԪַplease play againBԪַ 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, itBԪַs also expecting the changes could take some getting used to for its most ardent fans.

Last yearBԪַs 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 peopleBԪַs mouths.

This served as a transition for customers, Bagozzi said.

BԪַPeople had to adjust to the fact that their beloved tabs had gone away,BԪַ she said.

BԪַItBԪַs 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.BԪַ

Indeed, the rim-based contest was so popular it sparked the most Canadian of inventions BԪַ a coffee cup rim-rolling device known as the Rimroller BԪַ featured on CBCBԪַs BԪַDragonBԪַs Den.BԪַ

The interactive element hasnBԪַt completely disappeared, Bagozzi said.

BԪַWeBԪַve designed the actual experience in the app to be fun,BԪַ she said. BԪַWeBԪַve 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.BԪַ

Tim Hortons parent company Restaurant Brands International Inc. said last week one-third of adult Canadians currently use the coffee chainBԪַs loyalty program.

RBI chief corporate officer Duncan Fulton said the chainBԪַs loyalty program gives the company a BԪַpowerful marketing toolBԪַ to be able to better tailor offers to customers.

BԪַIt allows us to send more targeted offers to people in the future that are more in keeping with what they like,BԪַ Bagozzi said. BԪַIt gives us the knowledge BԪַ to make it more relevant for Canadians.BԪַ

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.

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Brett Bundale, The Canadian Press


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