From a special moment to a daily ritual, Tim Hortons says that “every cup tells a story” and is encouraging its consumers to share their stories on EveryCup.ca.
The iconic Canadian coffee chain launched the website to highlight its connection with its customers, said Rachel Douglas, director of public affairs for Tim Hortons.
“We’re in the background of a lot of people’s lives…there are a lot of people who have gotten married, or engaged or stopped by on their wedding day,” she said.
The site, developed by Henderson Bas, allows consumers to tell their stories and upload videos and pictures. Visitors to the site can browse through posted stories by topic, geography, most viewed or most recent categories.
EveryCup.ca marks the company’s first foray into social media and was prompted by the high volume of stories the company has been receiving through customer service and franchisees, said Douglas.
“Because we’ve been receiving letters and stories for a number of years now, it made sense for us to create a place on the web…the website has become an online repository for these stories,” she added.
A 60-second commercial that uses a montage of photographs to demonstrate how Tim Hortons is present in its consumers’ everyday lives, as well as online advertising, drive traffic to the site. The commercial is also available at EveryCup.ca.
The site is up indefinitely, and the advertising is scheduled to run for several weeks. Excelerator Media handled the buy, while creative agency JWT developed the advertising.
