Tim Hortons is inviting customers to get their chicken dance on.
To promote its new Tims Crispy Chicken Sandwich, the company has launched a social media contest asking Instagram and Twitter followers to post a video of themselves doing the chicken dance. Participants can post their videos using the hashtag #CrispyChickenDance for the chance to win a Tim Card to try the new sandwich.
According to a press release, the new sandwich is Tim Hortons’ answer to the growing hot chicken sandwich category. The release cites NPD research that shows breaded chicken sandwiches are the most popular sandwich variety in quick-service restaurants in Canada, making up nearly 19% share of total sandwiches.
“The new Tims Crispy Chicken Sandwich is another example of our commitment to menu innovation that meets the evolving needs and preferences of our guests,” said Tammy Martin, VP of marketing, food and merchandise, in the release. “Tim Hortons is Canada’s top breakfast destination, and our goal is to become Canada’s number-1 lunch destination as well.”
While it remains to be seen how many people will flap their arms for a chance at a free sandwich, Tim Hortons is hitting it out of the park in social media. Earlier this month, the chain created a special donut for Deadmau5 after the DJ tweeted the company asking for one. Within an hour, the response had collected more than 500 retweets.
Last year, Tim Hortons quickly capitalized on a mention on the TV show How I Met Your Mother. An episode featured a cameo by Canadian actor Jason Priestley, who boasted about a donut he called “The Priestley”—a timbit inside a strawberry donut. Tim Hortons created the treat and posted a picture on Twitter. The company later tapped Priestley himself to judge a social media contest that invited Canadians to come up with their own donut flavours.