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Tim Hortons Roll Up contest goes digital

Tim Hortons is preparing to resume its annual “roll-up” contest promotion. Beginning this year the contest will make use of a digital format rather than physical cups. It has thus been renamed “Roll Up To Win.” From March 8 to April 4, consumers will gain one or more plays by making an eligible purchase using a Tims Reward card or the chain’s mobile application. These purchases include some cold beverages, breakfast sandwiches and breakfast wraps, in addition to hot beverages. Unlike previous years, every play will result in the consumer winning a prize. Prizes will include menu items, loyalty points, subscriptions to streaming services and a number of grand prizes yet to be announced.

“It became clear to us that the ongoing pandemic was likely to impact ‘Roll Up’ again this year,” said Hope Bagozzi, chief marketing officer at Tim Hortons. “As we began evaluating the plan for this year's contest and making it our most exciting game ever, we focused on two ideas. First, the growth of Tims Rewards and the Tim Hortons app were clear signals to us that Canadians are ready for a fully digital ‘Roll Up’ contest, and going digital opens up all kinds of new exciting possibilities to evolve the game. Second, we thought what better way to reinvent ‘Roll Up’ than to retire ‘Please Play Again’ and make every roll a win.”

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