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Tim Hortons resumes Roll Up the Rim contest

Coffee chain Tim Hortons, based in Oakville, ON has resumed its "RRRoll Up the Rim to Win" contest promotion. This edition of the contest will be tied to the 50th anniversary of the chain this year. It will include $57 million in prizes, including 40 2014 Toyota Corolla Sport vehicles, 100 $5,000 Visa prepaid cards and 25,000 $100 Tim Cards, as well as coffee and food items. This version of the contest also includes a "Bonus Roll" which will award an addition 10 cars. The contest will run in Canada and the United States from Feb. 17 to April 25.

As part of the promotion, Tim Hortons has begun an online element that encourages consumers to get a "Pre-Cup" agreement before buying a potentially prize-winning cup of coffee for someone elese. Visitors to the website at <> can create an agreement and then print it, email it or share it through Facebook. Participants who send or accept an agreement on Facebook will be added to a Pre-Cup Gallery where others can view their deals.

"Our guests are generous with each other and every day thousands of Canadians treat their friends to a hot beverage from Tim Hortons," said Glenn Hollis, vice-president of brand strategy, marketing and guest experience at Tim Hortons. "But what happens if that coffee becomes a Toyota Corolla Sport? Last year, our Coffee Conscience poll showed that 65% of Canadians would keep the car if treated to a winning cup of Tims, so to help ease any awkward conversations between friends, this Roll Up season we've created a fun and friendly Pre-Cup. It's all in good humour, but it just may help to solve a moral dilemma all the same."

The website also offers an online game called "RRRoll Up Roulette." Until March 16, visitors can spin a virtual wheel for a chance to win prizes including two Toyota Corollas, 28 instances of free coffee for a year, 28 Napoleon grills and 560 $25 Tim Cards.

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