May 16, 2008 6:05 AM, PROMO Xtra, By Amy Johannes
Burger King Backs Jonas Brothers Tour
Burger King Corp. is extending its association with music by sponsoring the Jonas Brothers’ upcoming “Burning Up Tour.”
As a co-presenter, the deal lets Burger King sample its new Fresh Apple Fries to fans during the 38-city tour. Plans also call for giving away tickets and offers for exclusive meet-and-greets with the band.
Starting in July, people can access information about the tour, including ticket sales and venue locations, behind-the-scenes peeks and sweepstakes at http://www.BK.com. The company will have a presence at the concert sites, Burger King spokesperson Heather Krasnow said.
The tour, which Live Nation is producing, kicks off July 4 in Toronto and concludes Aug. 31 in Essex Junction, VT.
Burger King is using the sponsorship, in part, to promote its BK Fresh Apple Fries, skinless red apples sliced to resemble French Fries. The product will be available in Kids Meals nationwide this summer.
The effort isn’t Burger King’s first association with music. In 2000, the company featured an advanced single of the Backstreet Boys’ album, “Jive,” as well as five never-released songs. The firm also sold a video with backstage footage and personal interviews as part of the deal.
Burger King also sponsored six outdoor concerts in New York City, as part of the CBS Summer Concert Series in 2002, and was a corporate sponsor of the 2004 Latin Grammy Awards.
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