Apr 4, 2008 6:04 AM, PROMO Xtra, By Amy Johannes

Local bands get their shot at fame in Burger King's "Tu Ciudad, Tu Música" contest.

Burger King Corp. is once again kicking off a music contest showcasing the latest Latino musicians, offering the chance for aspiring artists to be crowned the best local band in each of 10 cities.

The “Tu Ciudad, Tu Música” (Your City, Your Music) talent program features pre-selected bands from each city. Each will compete for the grand prize: the title of best local band, $2,500 and a customized Burger King-branded guitar. Finalists are chosen based on their talent level, originality of songwriting, audience preference, frequency of performances and popularity.

The program, which kicked off last month in McAllen, TX, will makes stops in Miami, FL, (April 19), Los Angeles, Atlanta, Denver, Fresno, CA, San Francisco, CA, New York, Chicago and Houston at larger-scale festivals. A team of judges will select winning bands in each market based on live performance, musical talent and crowd appeal.

Patricia de Leon, a former Miss Panama and host of Azteca TV’s music countdown show, “Billboard Latino,” is hosting this year music concert events.
This is the second year of the program. Last year, more than 200 bands competed.

The initiative is designed to build brand relevance among Hispanics consumers by making an emotional connection, said Alexandra Galindez, director, multi-cultural marketing, Burger King Corp.

“We've chosen music to do this as it is a common passion point for Hispanics of all ages, countries of origins, levels of acculturation,” Galindez said. “Nothing speaks to the heart the way music does and for Hispanics, it's nostalgic and a reminder of home and childhood.”

“This is something that resonates really well with the Hispanic community,” said Alex Garcia, account director for Legacy Marketing Partners, the agency that created and handles the event. “Burger King recognizes that.”

During the events, Burger King brand ambassadors will roam the stage to talk up the performances and hand out $5 BK Crown Cards to drive store traffic. About 5,000 gift cards will be distributed in all, Garcia said.

Burger King is looking for customers to have a “true ‘Have it Your Way’ experience…and a desire to engage with the Burger King brand in the future,” Galindez said.

The Burger King-sponsored events are being promoted via in-restaurant signage, on the http://www.BurgerKingMusica.com microsite and on My Space at http://www.myspace.com/burgerkingmusica.

In other news, Burger King has added a new Steakhouse Burger and Loaded Steakhouse Burger to its menu.

The Steakhouse Burger features a burger topped with American cheese, A.1.Thick & Hearty steak sauce, crispy onions, red ripe tomatoes, crisp lettuce and creamy mayonnaise on a premium bakery bun. It will sell for $3.79. The Loaded Steakhouse Burger features bacon and a loaded baked potato topping, lettuce and mayonnaise for $4.19. Both are permanent additions to the menu.

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