SiriusXM x Tim Hortons Roll Up To Win™
SCENARIO: SiriusXM Canada partners with Tim Hortons' Roll Up To Win™ for the third year, offering offering prizes such as a SiriusXM Ultimate Stanley Cup® Final Experience and over 500,000 6-Month subscriptions.
TASK: Leverage partnership across a 4-week campaign to improve overall brand health amongst millions of Canadians in the beloved contest and drive trials while enhancing brand visibility through Tim Horton’s platforms, influencer campaigns, and branded items.
Industry: Sports & Entertainment, Retail, Quick Service Food
Personal Responsibilities: Partnership Management, Creative Asset Production, Prizing Fulfillment
Partners: Tim Hortons, Bond Brand Loyalty, National Hockey League (NHL)
Creative Agency: Conflict
Additional Credits: Nicole Bourgeois, Susan Simpson, Lindsay Obrien, Iman Munier, Graeme Robertson, Carolyn McPherson, Amelia Cai, Jennifer Charlebois, Kayla Schwartz, Bibi Coovadia, Andrew Burns, Kim Stirling, Susan Fracalanza, Zak Hannah
APPROACH
GIVING COFFEE A POWER PLAY
With travel and subscription prizes ranking #2 and #4 on Tim Hortons guests' Roll Up To Win™ contest wish lists, this year, we added the SiriusXM Ultimate Stanley Cup® Final Experience, offering two lucky participants a trip to the Stanley Cup® Finals. Alongside the All Access subscriptions via digital Rolls in the Tim Hortons app, we looked to encourage hockey fans to tune into SiriusXM NHL Network Radio™ for 24/7 NHL content, news, interviews, shows, and play-by-play action in vehicle and on the app.
+1.6B
TOTAL IMPRESSIONS
+3.4M
participants
151M
TV IMPRESSIONS
767M
OOH IMPRESSIONS
278M
DIGITAL, SOcial, and OTT IMPRESSIONS
138M
Restaurant POP IMPRESSIONS
196M
Mobile App, Website & CRM
74M
PR IMPRESSIONS
OUTCOME
Brewing Success
The campaign successfully attracted over 3.5 million participants across 4,000 restaurants with urban and suburban markets, allowing for SiriusXM to increase brand awareness across customers from 18-55+.
YoY we also saw a 7% increase in Subscription Activations, Landing page visits rose by 24.2%, and click rates grew by 1%. Streaming throughput increased by 9.6%, while "Start Listening" clicks grew by 8.3%, and Satellite throughput improved by 13.4%.
With 85% of Canadians recognizing the Roll Up To Win™ contest, and more than 2/3 of participants preferring Roll Up To Win™ over other contests, SiriusXM was able to successfully reach target markets across the Atlantic, Ontario, Quebec, and Western Canada.
PRESS
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SiriusXM Canada expands partnership with Tim Hortons for 2025 Roll Up To Win™ contest
SiriusXM
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Roll Up cups are BACK! Starting today, play Tim Hortons Roll Up To Win on the Tims app AND while supplies last on our hot beverage cups!
CISION
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Tim Hortons Roll Up To Win is back & here's what you need to know about roll up cups and prizes
NARCITY