In Dubai, a hot coffee served with fresh news
Having noticed that drinking a coffee and reading the newspaper are two activities which often go hand-in-hand, Tim Hortons Dubai café chain has decided to enter partnership with Emirati daily newspaper GulfNews and write the news on its cups.
Customers at Tim Hortons Dubai cafés will now be able to combine a useful activity with an enjoyable one just by having their everyday morning coffee. Fresh news items from the daily newspaper Gulf News are free, and are printed on a cardboard cup ring (usually used to stop customers burning themselves on hot cups).
These news items are refreshed every hour in order to stay as up-to-date as possible with what’s happening in the world. Customers can, if they wish, follow up the news items on their cups with their smartphones, as short URL and QR codes are also printed on the cardboard rings. In doing this, customers are able to read the news story presented on their cup in full on the Gulf News website.
This new communication initiative, which allows you to stay informed about the day’s events without having to sit down with a newspaper, has been very well received by customers, for whom a Tim Horton’s morning coffee is often the time to make the most of a moment of respite before the start of the working day.
The results of this morning partnership have been significant for the newspaper: they now have more than 3000 extra followers on social media network Twitter, a 41% traffic increase on their website, and a 2.8% increase in subscriptions between March and June 2012. World communication has never been so interactive!