[twitter]While Tim Horton’s has been asleep at the real-time marketing switch during these games in Sochi, Canadian Tire has been taking nationalism to a new level.

During the final two hockey games of the tournament, as Canada chased gold, Tim Horton’s social media accounts were conspicuously quiet.

And it’s not like they didn’t have opportunities for viral creativity staring them in the face. It was right there waiting for them, a chance to tune in to Canadian nationalism and rally around the topic that was on the lips of every Canadian.

While Tim’s twitter account was active responding to consumer complaints, they only lobbied a few weak efforts at real-time marketing.

In advance of the gold medal hockey game between Canada and Sweden, however, Canadian Tire and IKEA got into it when the hardware store playfully took on the Swedish giant with a few taunting tweets.

Hey @IKEACanada, we'll send you a set of tires for your Volvo if #TeamSweden wins. Challenge accepted? #CANvsSWE #GoldMedalGame

— Canadian Tire (@CanadianTire) February 22, 2014

.@IKEACanada time to put your meatballs where your mouth is, do we have a wager? #CANvsSWE #GoldMedalGame #WeAllPlay

— Canadian Tire (@CanadianTire) February 22, 2014

As you might expect, the Swedes responded politely and didn’t bite.

Volvo is driving really well @CanadianTire, thanks for asking. Can’t wait to munch on some maple-glazed meatballs and watch the game.

— IKEA Canada (@IKEACanada) February 22, 2014

Our bet is on a good game @CanadianTire. Sweden is where we're from, but Canada is where we live. #WinWin

— IKEA Canada (@IKEACanada) February 22, 2014

We'll let our fans decide who we should be cheering for this Sunday. Take your pick #ThisOrThat #CanadavsSweden pic.twitter.com/yHCQzbxGxK

— IKEA Canada (@IKEACanada) February 21, 2014

Canadian Tire put the hammer down, though, and kept at it right through the final buzzer and Canada’s gold medal.

@CanadianTire #Sochi2014 Go Canada!!! pic.twitter.com/LBOhYl83CB

— Scottlantic (@Scottlantic) February 23, 2014

There is no such thing as an unassisted GOLD! #GoldMedalGame #WeAllPlay pic.twitter.com/E7yXiDYzAy

— Canadian Tire (@CanadianTire) February 23, 2014

That’s how you do real-time marketing, gang. You listen to the zeitgeist, you respond with your audience, you speak in their voice. You win.

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