An immersive reading experience like no other.
Wattpad and Tim Hortons brewed up excitement for Tims Cold Brew with our first-ever Choose-Your-Own-Ending campaign. By giving Wattpadders the ability to choose the direction of a story from two beloved Canadian authors by voting for the upcoming chapters, the campaign saw significantly high engagement and an increase in brand affinity.
To build awareness of the launch of Tim Hortons Cold Brew and drive brand love for Tim Hortons in Canada, we encouraged our community members to participate in the Choose-Your-Own-Ending campaign .
What we did
Enlisted Canadian Wattpad Stars, Jessica Cunsolo (@AvaViolet) and Reanne Kennedy (@reannekennedy17) as Cold Brew Creators. Each author wrote a story for the Choose-Your-Own-Ending activation, weaving Tims Cold Brew into their plot lines, and inviting the community to vote for the direction and ending of each story.
Encouraged the Wattpad community to take part in the activation by choosing between 2 ending options for 4 different chapters from the CYOE stories. The two stories incorporated branded moments into their storylines, inspiring users to share their personal anecdotes about Tim Hortons-based memories, directly in the comments.
Episodically released chapters with cliff-hanger endings every Friday to create excitement and pique curiosity. This elicited invested attention and engagement, and kept Tims top-of-mind during the hot summer weekends.
Launched the campaign on Tim Hortons’ custom branded profile where users could find updates, share comments, vote for the next chapter, and interact with users and authors about the initiative.
Created and executed a comprehensive media plan to promote our very first branded CYOE writing initiative with custom display and video units on web and mobile.
The Choose-Your-Own-Ending campaign drove incredibly high user engagement and brand love, proving that Tim Hortons is a true Canadian mainstay!
In comparison to other branded stories, we saw a 279% increase in reads, a 179% increase in story votes, and 9,000% spike in comments! The campaign was very well-received by our community, revealing positive brand sentiment.
Our video units exceeded benchmarks and delivered 110% of the target impressions goal!
The @TimHortons profile on Wattpad reached more than 1.4K dedicated followers, reinforcing brand awareness.