Tim Hortons enhances Roll Up the Rim ahead of Q4

Tim Hortons’ Roll Up the Rim to Win contest has some new twists as the coffee giant celebrates its 50th anniversary. Customers now have two chances to win on each hot beverage cup purchased. In addition to their chance at the pool of 47 million prizes that range from cars to muffins, a bonus roll […]

Tim Hortons’ Roll Up the Rim to Win contest has some new twists as the coffee giant celebrates its 50th anniversary.

Customers now have two chances to win on each hot beverage cup purchased. In addition to their chance at the pool of 47 million prizes that range from cars to muffins, a bonus roll gives them the chance to win one of 10 additional grand prize vehicles.

In a play on the “pre-nup” concept, customers can also now create a “pre-cup” agreement for their friends, family or coworkers on RollUpTheRimToWin.com. The agreement can be printed, e-mailed or shared through Facebook to “protect friendships” in the event a customer treats a friend to a coffee—and that friend wins a prize.

According to the company’s “Coffee Conscience” poll, 65% of Canadians would keep the car if treated to winning a cup of Tims. The pre-cup “is all in good humour, but it may just help to solve a moral dilemma all the same,” said Glenn Hollis, vice-president brand strategy, marketing and guest experience, in a release.

The refreshed contest has launched at a pivotal time for Tim Hortons. On Feb. 20, the company will unveil its fourth-quarter results, and on Feb. 25, president and CEO Mark Caira will lay out his five-year plan at an investors’ conference.

According to The Canadian Press, the new strategy is expected to address stiff competition from McDonald’s coffee and from others in the fast-food sector. The announcement may outline changes in the menu that could streamline the Tim Hortons offering and perhaps reduce long lineups.

Caira, who joined Tim Hortons last July, said last fall that he wanted to improve customer experience and satisfaction.

Advertising Articles

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

KD looks to the older end of millennial market

'Cheese the Moment' matures the message but keeps it playful

Ads You Must See: The other kind of football

Two bold, captivating spots celebrate soccer culture

Jessica Schnurr joins 180LA

The 30 Under 30 alumnus moves to the U.S. next to another Canadian expat

How Molson Canadian regained its cult status

6 steps to reclaiming the brand pride inspired by 'The Rant'

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year

Agency of the Year 2015: Leo Burnett

A new business approach, a bold new philosophy and an Emmy cap a great year

Tech Player of the Year 2015: Shopify

This industry-changing, billion-dollar unicorn is moving at full gallop

Quaker stays focused on family in new national effort

'Don't Question Yourself' honours parents' decisions and staying the course