roll up the rim to win
March 3rd, 2011 • Uncategorized
Earlier today, I walked over to Tim Hortons and found, to my annoyance, that the line seems to have doubled from it’s normal length. Therefore, I decided not to make a purchase afterall. It occurred to me later that Tim Hortons is once again holding their annual Roll Up the Rim to Win contest; that would explain the large increase in traffic.
In a similar manner to Subway’s $5 Footlog promotion, Tim Hortons’ is using their Roll Up the Rim to Win contest as a way to differentiate themselves and add value to their product. It’s a contest that millions of loyal consumers look forward to every year, and helps Tim Hortons add more value to their experience of buying their daily coffee. When one hears “Roll Up the Rim”, Tim Hortons is likely to come to mind immediately. This idea has become linked with the company’s brand in consumers’ minds; if it were to be imitated by a competitor, the first thing consumers think of may be Tim Hortons. In my opinion, this promotion is very effective. Many consumers find it fun and engaging and they are excited when they make a purchase because they anticipate what will happen when they roll up the rim. With every coffee they buy, they now also have the chance to win. Psychologically, this chance feels like it comes “free” with every purchase of a hot drink. As well, consumers will feel that the more drinks they buy, the better chances they have of winning. For the company, this means an increase in consumer traffic and spread of brand awareness, which ultimately leads to increased revenues.
With great prizes such as 40 Toyota Matrix’s, 100 Panasonic 3D TV packages and over 47 million food prizes, it’s unsurprising to see consumers rushing into Tim Hortons stores to buy coffee drinks in hopes of finding the cup with a grand prize, like how Charlie found the golden ticket in his chocolate bar.