Tim Hortons - An example in Gamification

Courtesy: https://www.rolluptherimtowin.com/en

Every year, Tim Hortons® runs its Roll Up The Rim campaign. This has been one of the most successful Canadian campaigns and people can’t help indulging in it a bit more. This challenge starts at the most opportune time, February (Canadian Winter) and runs till April. All anybody has to do is roll up the rim of the competition cup and claim your prize or not.

There are 1 distinct difference that can be noted from last year. Last year’s small cup had two roll ups and this year, the second roll up is only available on medium to X-large cups. People consume more hot drinks just to get a free coffee or a donut. What everyone wants to do is just buy the first cup of coffee and then get free coffee till the campaign ends. But that doesn’t necessarily happen.

There is an online version of this campaign which adds to the marketing of the product. There is a lot of improvement from last year. This year they have added more ways of raking up points which allows a player to play on the ‘VIP – Extra day of play (April 7^th).

Things to know about the online challenge:

• The odds of winning is very slim compared to the store challenge.
• It’s easy to rake up points initially, but then it takes longer and can get boring.
• You have 24 x 2 chances every day to play roll up.
• Every yellow roll up gets you a 1000 points.
• For 2 rollups on the VIP day, you need to collect 200,000 points.
• You can easily make points by check-in badges (Every store has a different PIN code)
• Follow @Roll_Up_The_Rim on twitter to get check-in PIN codes.

There are certain areas where Tim Hortons can improve on. The game is slower on mobile devices and messages cannot be seen on them. Other than lost roll ups, there are a lot of hang ups and crashes that happen. To have words disappear behind pictures just makes the entire experience of playing it on your mobile device very off-putting.

Missing Text in Mobile Version

PC Version

Nonetheless, many people have participated in both online and offline challenges. It is a huge success. A recent visit to Tim Hortons® just shows that. Most cafés have already finished up their stock for the small cups. Some have even sold out for the medium! Here are some more facts and figures of this year’s Roll Up The Rim challenge.

This just shows how much we love the yearly challenge and it will be no surprise that Canadians consume more coffee per capita than US! There are some quick facts about the roll up challenge written by a Time Hortons employee. Have a look and enjoy that with a cup of good old Canadian culture.