Fast-feeder Wendy’s International has joined the small but growing club of mainstream marketers eager to align their fortunes with one of the multimedia giants.
In a deal brokered by Bates Worldwide in New York, Wendy’s and AOL Time Warner have forged a cross-platform agreement extending across two or more years, although lips are zipped as to the dollars involved.
It includes on-air placements and homogenized promotions across AOL TW media. On the Time-Warner front, Wendy's promotions will run on TBS Superstation ,Warner Bros’ Domestic Television Distribution customized billboards and Turner Broadcasting's TNT. Printwise, magazines such as Sports Illustrated are included.
AOL-centered activity will include online promotions across a range of brands including AOL, AOL Moviefone and AIM, plus people.com and other online venues.