Wendy's International Inc. has entered into an ambitious multiyear, cross-platform deal with AOL Time Warner that leverages the media giant's online, print and television properties.
Wendy's products will be featured via targeted promotions on channels like TBS Superstation, The WB Network and TNT. They will also run in Time Inc.'s Sports Illustrated and other titles.
Online, Wendy's promotions will be featured on AOL, AOL Moviefone, People.com and other magazine sites.
Bates Worldwide, New York, Wendy's agency for 15 years, is coordinating the promotions.
New York-based AOL Time Warner last year cut a similar deal with Miami-based Burger King Corp. The marketer's global marketing solutions group is responsible for customizing cross-platform promotions for advertisers.
Through this alliance, the Dublin, OH-based Wendy's is looking to market its fast-food products in new ways and to new audiences. This spring, for example, undisclosed print advertising and sweepstakes will be integrated online and offline.
Wendy's in 2000 recorded revenue of $7.7 billion through sales in 5,800 restaurants worldwide. It also owns the Tim Horton chain of restaurants in Canada and the United States. Wendy's founder Dave Thomas died this month at age 69.