Tim Hortons: May I have this chicken dance?

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 […]

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.

Advertising Articles

Interac brings back the stubborn Holiday Bill

New Zulu Alpha Kilo spots show Bill badgering people where they shop

BMO unveils first campaign from Y&R

A new, employee-built tagline is designed for Canadian and U.S. markets

Cossette sale could bring new international player to Canada

Chinese firm BlueFocus is eager to expand in North America

Supermarket chain battles criticism over World War I ad

Sainsbury's four-minute television spot depicts the 1914 Christmas Truce

Celebrating innovative Canadian charity marketing

Shortlisted entries in the charity and not-for-profit category of the 2014 MIAs

Alain Tadros elected to lead AAPQ board of directors

The Quebec-based industry association elects new board for 2014-15

Amnesty International takes Canadians for a trip

Campaign microsite takes a closer look at the human rights crisis in Mexico

Agency Wars V: Sonya Furdyk vs. Sabrina Hashmi

The industry's annual fundraiser is back

Marketing Hall of Legends reveals finalists for Marketer on the Rise award

Award identifies and celebrates the marketing leaders of tomorrow