Partnership:

FREE RADIO and Burger King

Description:

VH1 and Burger King teamed up to promote FREE RADIO with product placement and a sweepstakes. Beginning April 9, the fast-food giant was featured in four episodes of FREE RADIO, as part of an execution that culminated in a sweepstakes giveaway. Burger King first popped up in the second episode of the show’s sophomore season, as Lance, the dimwitted host of the KBOM radio show-within-a-show “Moron in the Morning,” belts out copy for a live read. “Have it your way,” the disc jockey bellows, before making the assertion that “yelling is the most effective form of radio advertising.” Later in that same episode, “Moron” co-host Anna sets up the sweepstakes, alerting listeners to log on to kbomsweeps.com for a chance to win a BK Crown Card, which entitles the bearer to $1,000 in free Burger King food every year for 25 years. (The URL redirected to a special sweepstakes site hosted by VH1.com.)Burger King also appeared in a scene in which Lance tucks into one of the brand’s breakfast sandwiches while discussing the BK Crown Card with a fellow KBOM employee. The integration ended May 7, as Lance announced the actual sweepstakes winner during the final episode of the season.In addition to the call-outs and placement, Burger King was featured in two VH1-created podbusters that extend the narrative of the show into the commercial break, custom on-air billboards that drove viewers to the kbombsweeps site and via an exclusive sponsorship of the FREE RADIO show page on VH1.com.

Partnership Opportunity:
FREE RADIO/Television
Company:
VH1
Partner/Category:
Burger King /Dining
Timing:
2nd Quarter 2009
Target:
Adults
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2014-08-14
Companies Involved
VH1
Tuck

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