Tim Hortons is one of the most well-known coffee and doughnut chains in Canada. In 2018, the company launched a unique marketing campaign called the “Tim Hortons Black Bus”. The campaign aimed to promote the launch of the company’s dark roast coffee and engage customers in a fun and interactive way. In this case study, we will explore the details of the campaign, its goals, and its impact.
Background:
In 2018, Tim Hortons decided to launch a new product - a dark roast coffee. To promote this new product, the company decided to launch a unique marketing campaign that would engage customers and create buzz around the launch. The campaign was called the “Tim Hortons Black Bus” and it involved a customized black bus that traveled across Canada, making stops in various cities and engaging with customers in a fun and interactive way.
Campaign Details:
The Tim Hortons Black Bus was a customized black bus that traveled across Canada, making stops in various cities. The bus was equipped with a lounge area where customers could sit and enjoy the company’s new dark roast coffee. The bus was also equipped with an espresso machine, a bean roaster, and a team of Tim Hortons baristas who would prepare fresh coffee for customers on the spot.
The campaign also involved a social media component. Customers were encouraged to share photos and videos of their experience on the bus using the hashtag #TimsDark. Tim Hortons also launched a special Snapchat filter that was available at each stop, allowing customers to share their experience with their friends and followers on social media.
Goals:
The main goal of the Tim Hortons Black Bus campaign was to promote the launch of the company’s dark roast coffee and create buzz around the new product. The campaign also aimed to engage customers in a fun and interactive way and create a positive brand experience for them.
Impact:
The Tim Hortons Black Bus campaign was a huge success for the company. The campaign generated a lot of buzz on social media, with customers sharing photos and videos of their experience on the bus using the hashtag #TimsDark. The Snapchat filter was also a hit, with many customers using it to share their experience with their friends and followers on social media.
The campaign also helped to increase sales of the company’s new dark roast coffee. According to the company, sales of the new product exceeded expectations, and the Tim Hortons Black Bus campaign played a significant role in promoting the new product and driving sales.
Lessons Learned:
The Tim Hortons Black Bus campaign offers several valuable lessons for marketers:
Engage customers in a fun and interactive way: The campaign was successful because it engaged customers in a fun and interactive way. By creating a unique experience for customers, Tim Hortons was able to create a positive brand experience and generate buzz around the launch of the new product.
Leverage social media: The social media component of the campaign was crucial in generating buzz and creating a wider reach for the campaign. By encouraging customers to share their experience on social media using a hashtag, Tim Hortons was able to amplify the impact of the campaign and reach a wider audience.
Customize the experience: The Tim Hortons Black Bus was a unique and customized experience for customers. By creating a customized experience, Tim Hortons was able to create a memorable and positive brand experience for customers.
Align with brand values: The Tim Hortons Black Bus campaign aligned with the company’s core brand values of quality and freshness. By emphasizing the quality of the new product and offering fresh coffee on the spot, Tim Hortons was able to strengthen its brand identity and create a positive brand experience for customers.
Conclusion:
The Tim Hortons Black Bus campaign was a successful marketing campaign that helped to promote the launch of the company’s new dark roast coffee.
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