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Tim Hortons begins JumpTheBoards campaign

Fast food chain Tim Hortons has begun a new hockey-themes promotion called "JumpTheBoards." The promotion makes use of a Facebook application through which consumers can enter a contest to skate with hockey player Sidney Crosby. Visitors can also use the application to view and share the company's new television commercial. Each time the video is shared, a seat in the application's virtual hockey arena is filled.

The commercial, which broke on Jan. 4, features Crosby and a group of Timbits Hockey players. The campaign was developed by JWT Canada, with media work by Mindshare and public relations from Paradigm Public Relations. OgilvyOne Worldwide and Thrillworks are also participatin in the initiative.

"Tim Hortons has been in almost every arena I have played in, whether in the hands of fans in the stands, on players' jerseys or on the rink boards," said Crosby. "Tim Hortons and hockey are the perfect Canadian double-double, and this commercial is a great representation of that connection. I really enjoyed shooting this spot, especially jumping over the boards with all of the other players, and now I am looking forward to getting on the ice with a fellow Canadian hockey fan."

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