Tim Hortons rolls back Roll Up the Rim prize pool as it makes sweeping changes to contest in digital shift

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: Paper-cup version to last for only two weeks of month-long program, value of prizes has been cut by more than half

Source: FinancialPost.com

Date: Feb 19, 2020

Link: https://business.financialpost.com/news/retail-marketing/tim-hortons-rolls-back-roll-up-the-rim-prize-pool-as-it-makes-sweeping-changes-to-contest-in-digital-shift

Questions for discussion:

  • What are the changes to the contest and why has Tim Hortons made these decisions?
  • Do you think the data collected will be worthwhile to the marketing department?