Diageo-owned fast food chain Burger King has forged an alliance with AOL Time Warner to produce joint marketing campaigns and promotions.
Unveiled Monday, the multimillion-dollar, multiyear deal is focused on the internet – BK customers will get the chance to pick up AOL software at restaurants, or gain access to America Online promotions via digital codes accompanying their purchases.
In addition, the duo will produce a number of interactive marketing efforts, while a BK Backstage site will be featured on America Online’s music websites and burgerking.com, offering music downloads, live chats with stars and competitions for concert passes.
AOL TW’s other media properties are also involved – BK’s tray liners will carry information on movies from Warner Bros or New Line, or features from magazines such as Time or People.
Hyped BK chairman/ceo John Dasburg: “By combining our brand with AOL Time Warner’s top-drawer content and media distribution strengths, we will reach the widest audience in the online and offline worlds.”
News source: MediaWeek.com (US)