BURGER KING SERVES BACKSTREET BOYS IN PROMOTION
By Adnews Staff
Burger King Corporation has launched a five-week North American promotion featuring pop group The Backstreet Boys. Beginning August 28, customers can purchase one of three exclusive CDs or a 45-minute video called "For the Fans" with the purchase of any value meal. Each CD features the group's new song "It's True" from their upcoming album scheduled for release in November, as well as nine previously unreleased live versions of the group's greatest hits. A mix of studio and a cappella songs are also included. Fans can also place the CDs in their computers to create scrapbook pages, download screensavers and click on Web links. The video features backstage footage, personal interviews and performances of the group's hits. The promotion is being supported with national television and radio advertising from Lowe Lintas of New York and in-store materials created by Kickstart Marketing of Toronto. Adaptation of the advertising for the Canadian market was done by Ammirati Puris of Toronto. Public relations for Burger King Restaurants of Canada Inc. are handled by Budman & Associates of Toronto. The promotion also features Backstreet Project Cyber Crusade toys with the purchase of a Burger King Kids Meal. The toys are based on "The Backstreet Project", launching online August 27, in which the Boys are cyber superheroes with unique powers to protect the earth. The group teamed with Stan Lee Media in creating the project.