Burger King has responded to McDonald’s summer pop music promotion by launching its own similar initiative with ex-Spice Girls manager Simon Fuller, called pop:BK.
From August 17, free CD-Roms will be handed out with its children’s meals at 600 Burger King restaurants.
The deal was struck with Fuller’s Popworld Internet venture and four separate CDs have been commissioned, which will include Hear’Say, Allstars and Mis-Teeq. The CD-Roms will have links to the Popworld and Burger King websites.
From August 6 the promotion will be advertised through in-store flyers and in TV Hits and Smash Hits magazines. A TV campaign will run from August 17 for two weeks.
McDonald’s Big.Bag promotion hit the streets on July 20. It included a compilation CD-Rom, featuring Sugarbabes and Australia’s Popstars, Bardot. The CD also includes pop gossip, videos and a computer game.
A Burger King spokesman denied that its promotion was in direct response to McDonald’s Big.Bag promotion.
He says: “An association with pop music is highly motivating for Burger King’s young customers, but to maximise the concept it needed to access the biggest popstars. It has done this with Popworld and Music Innovations, which have delivered the talent.”