Filemobile Blog

Tim Hortons taps Filemobile for its Every Cup Tells A Story campaign

Posted by Steve Hulford on 10.04.13

April 10th, 2013 - Toronto. There are few more iconic examples of Canadiana than the brown, beige and red Tim Hortons cup. Coast-to-coast, from hockey rinks to corporate boardrooms, Tim Hortons is a fixture of this country's cultural and corporate landscape.

It's the reason why Tim Hortons launched the Every Cup Tells A Story initiative. The idea behind the project is simple: fans are invited to share stories about the role Tim Hortons coffee plays in their daily lives. Members of Tims' passionate community of coffee connoisseurs are invited to swap stories and photos in a dynamic online forum, To date, nearly 17,000 stories have been shared on the website.

The brand-building value of initiatives such as Every Cup Tells A Story isn't lost on Filemobile chief financial officer Ron Watson.

“Initiatives such as these give brand fans the opportunity to showcase their passion for a product or service, which in this case happens to be Tim Hortons coffee,” Watson said. “Major brands are increasingly turning their fans into brand ambassadors by allowing them to engage online and share stories of how even the simplest products or services impact their daily lives. This strategy is critical to building deep-seated brand loyalty among customers.” is powered by Filemobile's interactive social media platform Media Factory, specifically leveraging the cutting-edge system's Media Community application. Other Filemobile-powered features include geo-tracking to map contest participants across the country, as well as full photo upload, commenting, photo-rating and Facebook login functionalities. The site's creative components have been developed by Burlington, Ont.-based agency Thrillworks, Inc.

“We're pleased to be able to provide the kind of reliable, flexible and innovative platform that allows Canadians to share stories that enrich each other's lives,” Watson added.

Just how passionate are Tim Hortons coffee lovers? They may just be the most dedicated customers in the world, according to some of the posts that have been flooding the site.

Take the story of the Canadian dairy farmer who broke his neck on the job and found the usual routine of a daily Tim Hortons coffee run disrupted by his debilitating injury. That was until friends in the community began delivering his customary double-double to his doorstep each day. The farmer's wife snapped a photo of a beloved cup of Tims coffee on their porch and submitted it to Tim Hortons later used the story as inspiration for a national television commercial-highlighting how a simple cup of coffee can brighten someone's spirits even in a time of major hardship.

For more information on the initiative, visit

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