Each February, Tim Hortons executes the most anticipated coffee promotion of the year: Rrroll Up the Rim to Win. Paradigm was tasked to generate coverage for the annual contest.
Paradigm developed a media relations campaign based on the insight that during Rrroll Up the Rim to Win a coffee is more than just a coffee. It’s the chance to win prizes. So, what happens when the coffee you treat your friend to is a winning cup? Tim Hortons conducted the “Rrroll Up the Rim to Win Etiquette Poll” asking Canadians what they would do if they were treated to a winning cup of coffee. The results proved to be excellent fodder for media: two-thirds of Canadians said they would keep the car if treated to the winning coffee by a friend.
The Rrroll Up the Rim to Win Etiquette Poll results generated 237 news stories with an audience reach of 25,220,877.
for a total audience reach of