Indicating the current seachange in attitudes toward internet advertising in general - and user-generated sites in particular - US fast food giant Burger King is to launch an online campaign on the hugely popular social networking site.

The burger vendor will sponsor a special Have it your way page - reflecting its marketing slogan - where MySpace users can download two free episodes of Fox TV hit 24.

Rupert Murdoch's media empire, News Corporation which owns the Fox network, bought MySpace last year for $580 million (€449.3m; £305.4m) [WAMN: 19-Jul-05]. The tie-up with BK and its plans to offer other 24 downloads at $1.99 is the first move in realizing a return on that investment.

The site, with its 80m registered users, has wooed advertisers such as PepsiCo, Toyota Motor and the Coca-Cola Company, all of whom are seeking to attract a prized but elusive younger audience which shuns traditional TV programming.

Ross Levinsohn, president of Fox Interactive Media, the NewsCorp division that includes MySpace, said it would "help his story" that big advertisers such as BK were "embracing user-generated sites such as MySpace".

Data sourced from Financial Times online; additional content by WARC staff