Industry News | January 20, 2000

Burger King Hires Pop Group

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Apparently unsatisfied with the phenomenal success of their recent Pokemon promotion, Burger King Corporation announced January 20, 2000 an exclusive contract with the Backstreet Boys, which will include an unprecedented CD and video offer this year and exclusive title sponsorship of the group's Fall 2000 tour.

While terms of the contract were not disclosed, BKC marketing executives said the tie-in will feature an advance single from the group's upcoming album as well as five previously recorded but never-before released live songs. In addition, a video with new backstage footage and personal interviews with the Backstreet Boys—Nick Carter, Howie Dorough, Brian Littrell, A.J. McLean and Kevin Richardson—will be sold exclusively at Burger King restaurants.

The CD and video promotion is scheduled for the August-September 2000 time frame and will only be available at Burger King. The Backstreet Boys forthcoming "Jive" album is scheduled for an October 2000 release.

"This is the first musical CD promotion ever undertaken by the fast food giant on a national basis." said Richard Taylor, vice president, USA Marketing.

"We are excited about teaming with Burger King for this promotion," said the Backstreet Boys. "This offers us an opportunity to be associated with the only fast food brand that lets our fans 'have it their way.'"

"We are always looking for exciting, innovative entertainment tie-ins that will delight our customers each and every day. The Backstreet Boys deliver on all fronts," Taylor said. "We are thrilled to bring the Backstreet Boys music to our customers."

Burger King Corporation is a part of Diageo (NYSE: DEO - news), the international food and drinks company, that includes such brands as Pillsbury, Haagen Dazs, and Guinness.

The Backstreet Boys' latest album, "Millennium," has sold more than 28 million worldwide and has already spent over 33 weeks on Billboard's "Top 200 albums." The Backstreet Boys are at present generally recognized as the biggest pop group in the world, having received gold and platinum awards in 45 countries. "Millennium" was recently honored with five Grammy nominations.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.