Is Tim Hortons front-weighting the winning cups on the roll up the rim to win contest? That’s my theory. Now I don’t have any scientific evidence to back this up but that said, it would make sense from a marketing point of view. Like with a casino, getting a taste of success makes you want to keep playing. And once you’ve won a couple times towards the beginning you will want to keep trying if your luck starts to turn.

I’ve seen it working this way. I’ve noticed that I and a couple people I know won much more frequently towards the beginning of the Tim Hortons promotion. Of course by now the idea is that we’re hooked on the game and will keep buying the coffee. When the contest is over we should also be hooked on the coffee and will be in the habit of buying it. So goes the marketing approach.

Having enough early winners also breeds excitement for the contest. If you’re winning, you’ll probably tell your friends and get them buying coffee at Tim’s. People will want to get in on the action.

It’s a genius concept that no doubt boosts sales. I know I go there more often while there are still rims left to be rolled. And hey, who knows, maybe when the promotion is over, I’ll not only be hooked on Tim Horton’s coffee but I’ll have a new addiction to the games of chance.