Industry News | August 24, 2000
Burger King Features Backstreet Boys Promotion
"Because of their broad appeal and significant fan base, we are excited to bring the Backstreet Boys' music to our customers," said Richard Taylor, vice president, USA Marketing.
The three exclusive CDs all feature a new song, "It's True," from the group's upcoming album, as well as nine previously recorded but never-before released live versions of their greatest hits along with a mix of studio and a cappella songs. Backstreet Boys fans can also pop the CDs in their computers to learn which band member they are most compatible with; create personalized scrapbook pages with great Backstreet photos and quotes; download BSB screensavers and wallpaper; and click on very cool web links.
The 45-minute video, titled "For the Fans," includes new backstage footage and personal interviews with the Backstreet Boys themselves—Nick Carter, Howie Dorough, Brian Littrell, A.J. McLean and Kevin Richardson.
Also featured on the video are live performances of some of BSB's greatest hits - "Larger Than Life," "I Want It That Way," and more. The CDs and video will be available exclusively at Burger King restaurants at a recommended price point of $2.99 each with the purchase of any value meal.
"This cutting-edge CD and video offer will thrill our teen and young adult customers. They want the latest Backstreet Boys music and Burger King is here to make sure that BSB fans 'have it their way'," Taylor said.
"By working with Burger King, we're giving our fans the chance to enjoy some new and live music when they come in for a Whopper," said the Backstreet Boys.
The Backstreet Boys' anxiously awaited Jive album is scheduled for a November 21, 2000 release. Burger King will also be the exclusive title sponsor of the Backstreet Boys' upcoming concert tour.
Backstreet Boy and superhero fan, Nick Carter, was the first to imagine a web animation series based on the group where the Boys are not only superstars, but also cyber superheroes discovering their unique powers to protect the earth. Nick and the Boys have joined forces with the legendary Stan Lee and Stan Lee Media, to create "The Backstreet Project."
www.backstreetproject.com has already spawned a best-selling graphic novel and is launching online on August 27, 2000. As part of this Burger King promotion, each Burger King Big Kids Meal and Kids Meal will include an exclusive Backstreet Project Cyber Crusader toy, at participating restaurants, while supplies last.
The Backstreet Boys promotion will be supported with three general market national television spots, two geared for adult consumers, and one for big kids.
All three of the spots feature the Backstreet Boys, with one, entitled "The Deal," featuring the boys singing the Have It Your Way song a capella. A spot targeting the Hispanic market and featuring concert footage will also air. The promotion will also be supported with extensive in-store merchandising and radio.
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