Tim Hortons is celebrating the 25th anniversary of Roll Up the Rim to Win by trying to get Canadians to create the world’s longest rolling ‘r’ on Facebook.

Using Fotobabble on the Tim Hortons Facebook page, visitors can record their attempts at rolling their ‘r’s and add them to the roll from previous visitors.

The coffee and donut giant also has a downloadable ringtone on offer. It plays a portion of a special song commissioned for the anniversary, Andrea Hughes, brand manager, Tim Hortons, tells MiC.

‘It’s really about the coast-to-coast celebration, because it is very much a Canadian thing,’ she says. ‘The contest is about giving back to our guests. The goal is to encourage Canadians to celebrate with us the 25 years of roll-up.’

The Facebook site is part of a larger push to the contest’s microsite, RollUptheRimtoWin.com, where visitors can play once a day for a chance to win free coffee for a year or $25 Tim Cards. The in-store contest has different prizes, including 40 Toyota Matrix cars. As part of the anniversary celebration, the company has increased the chances of winning food prizes this year, from one in nine to one in six.

Though the contest didn’t start until Monday, the ad campaign started Sunday with a sneak peak of the commercial during the 2011 Tim Hortons NHL Heritage Classic. Through the rest of the four-week campaign, the TV ads will be airing during top-performing shows on both conventional and specialty stations, on radio across the country and on OOH.

Online, there will be homepage takeovers of MSN.ca and Yahoo.ca and banner ads on a number of sites.

The target market is broad, with the company trying to hit 25- to 54-year-olds.

Mindshare was the media buyer and JWT handled the creative. Henderson Bas worked on the digital. All the work was done by Toronto offices.