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Tim Hortons turns to hockey for latest marketing campaign

January 7, 2014

Tim Hortons is asking fans fill the stands of the Tim Hortons' virtual arena, and enter for a chance to "jump the boards" with NHL player Sidney Crosby.

From now through Jan. 25, Canadians can visit the Tim Hortons #JumpTheBoards app on Facebook to enter for the opportunity of getting on the ice with Crosby, who currently plays for the Pittsburgh Penguins.

On the app, visitors can also watch and share Tim Hortons newest commercial featuring Crosby and Canadian hockey fans. Each video share helps to 'fill' the Tims' virtual arena.

"Tim Hortons has been in almost every arena I have played in, whether in the hands of fans in the stands, on players' jerseys or on the rink boards. Tim Hortons and hockey are the perfect Canadian 'double-double' and this commercial is a great representation of that connection," Crosby said in a news release.

The #JumpTheBoards Contest with Sidney Crosby follows the launch of Tim Hortons latest commercial which celebrates the game and the company's longstanding commitment to hockey in Canada, according to the release. The commercial includes real Timbits Hockey players and Tims Facebook fans, a local children's choir, a portrayal of Vancouver's green men and a nod to Stompin' Tom Connors' classic Canadian ballad. It was filmed in the city of Hamilton, Ontario.

Since debuting Jan. 4 online and during coverage of the World Junior Hockey Championship, the new Tim Hortons Sidney Crosby commercial generated more than160,000 views on YouTube.

"Whether on the ice or in the stands, Tim Hortons is proudly connected to Canadian hockey from coast to coast," said Rob Forbes, senior director, Marketing, Ontario and National Programs, Tim Hortons. "From our founder, NHL great Tim Horton, to the more than 75,000 young hockey fans that enroll in Timbits Hockey each year, to our hockey ambassador Sidney Crosby, this contest and commercial are just another way we are bringing our love of the game to life."

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