Burger King Corp. and AOL Time Warner Inc. yesterday announced a multi-year marketing alliance to cross-promote their products in a bid to build customer loyalty and sales.
A series of integrated marketing programs will seek to drive the 12 million Burger King customers to AOL Time Warner properties online and in film, music, broadcast and publishing. Terms were not disclosed.
Promotions run the gamut. Burger King customers will be given digital codes with purchases to allow them access to several AOL sites and burgerking.com. Once there, customers can participate in a range of music and sports promotions.
For example, Burger King customers will be privy to behind-the-scenes music and video content. This includes free music downloads, live chats with recording artists, pre-release streaming of new songs and videos, and a chance to win prizes like backstage concert passes.
On television, Miami-based Burger King will be promoted across channels like TNT and CNN. Print media will plug the burger chain through advertisements in Time, People and Sports Illustrated. And online, Burger King will gain real estate on AOL, Netscape and CompuServe.
In return, Burger King's 11,000 restaurants worldwide will promote Dulles, VA-based AOL Time Warner-owned New Line Productions' new movie, “The Lord of the Rings: The Fellowship of the Ring.”
The chain's restaurants will also stock AOL software, plus offer news of the latest products from Warner Bros., New Line, Time Warner Music Group and other company record labels. And Burger King customers will be able to read special features from Time and People on their tray liners.
Burger King employees also will benefit from a plethora of AOL Time Warner entertainment benefits, including concerts tickets and discounts on AOL Time Warner products. This is aimed at not only attracting staff but also retaining them in a notoriously high turnover industry.