Yesterday, Tim Hortons and the Tim Horton Children’s Foundation celebrated the 25th anniversary of Camp Day, the Foundation’s marquee fundraising event in which proceeds raised help send low-income children to camp.
While it only takes place once a year, Camp Day serves as an excellent example of an integrated multi-channel campaign, with a number of elements leveraged to promote donations in lead-up to and on the big day. Pieces of the campaign’s larger puzzle this year included:
- Online donations
- A social media hashtag
- A new cup design
- A new Camp Day microsite
- Proceeds donated through coffee sales
- A new product – a collectable bracelet in four different colours, proceeds of which were also donated to Camp Day
- A creative ad campaign across print, online, OOH, transit, radio and television
- Simple messaging – Buy a coffee, help send a kid to camp
While all of these elements together create an excellent integrated campaign, they are only the surface components. Working alongside these campaign features are deeper strategy pieces that tie the entire campaign together and propel the fundraiser to greater success. Separate from the engagement of consumers through the variety of different channels mentioned above, Tim Hortons has incorporated three key standout strategies that have led to the success of Camp Day in its 25th year; the exclusivity of a one-day event, the collectable nature of the new Camp Day bracelets, and the help of Tim Horton Children’s Foundation partners.
Much like McHappy Day, in support of Ronald McDonald House Charities, Camp Day is so successful in part because it takes place over one specified day rather than throughout the entire year (though online donations can be made at any time). By confining its main fundraising event to one day, Tim Horton Children’s Foundation creates a sense of urgency within its consumers and provides itself with a platform for a major advertising push.
While not as large-scale as the one-day exclusivity of Camp Day, the collectable nature of the campaign’s bracelets is an intelligent move in terms of strategy because it prompts multiple purchases with the excitement of the “Collect all 4 Colours!” messaging.
Finally, within TACK10’s area of expertise, partnership. Tim Horton Children’s Foundation currently has over 70 partners of varying support levels. The Foundation does a good job of organizing its partners on its website, identifying its different levels of partnership and therefore, which brands are most invested in the campaign at hand. Aligned strategic partnerships are at the core of any good campaign, and therefore Tim Horton Children’s Foundation receives great value from engaging with brands and properties who have shared objectives throughout Camp Day and beyond.