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Burger King kicks off Backstreet promotion

Burger King kicked off its Internet promotion relating to the ongoing "Meet the Backstreet Boys Live" tie-in.

Developed and executed for the Diageo company by Alcone Marketing, Irvine, Calif., the site went live at www.burgerking.com. The online promotion, which was designed to drive traffic to BK restaurants, requires fans to collect food and company logos available in 23 participating areas that follow the tour, which begins today through March 3.

Consumers collect and mail in to participating radio stations official BK logos from the packaging of menu items for a drawing to win a grand prize o f six tickets to a Back Street Boys concert. The Web site mirrors in-store activities and provides entertainment using a roadie tour, maps that track the tour and an MP3 player.The chain has been doing a review of its promo account that includes incumbent Alcone.

PC World to relaunch site via Web-only soap opera

International Data Group's PC World today breaks a new Web campaign aimed at marketers promoting the fall relaunch of pcworld.com It's based around the tagline, "The PC World is wide."

The campaign revolves around a Web-only soap opera-drama at thepcworldiswide.com, which is set in the fictional locale of Halcyon Hills and features six twenty- and thirty-something media and advertising professionals described as "sassy, sexy, and not to be trusted." Two additional episodes of the drama run Feb. 12 and March 5, and the online soap is supported by cover wraps of the February and March issues of the magazine sent to its VIP clients and advertisers and a series of 5 e-mails sent to agency contacts. The creative was handled by Palo Alto, Calif.-based Diamond, Morgan, Northend, Albers.

VentureDirect launches online media subsidiary

VentureDirect Worldwide, New York, a direct and online marketing agency, today launches online media-planning and buying agency Foglight Media and Foglight's subdivision Valuable Inventory.

Valuable Inventory specializes in high-volume discount media buying for broad-reach branding campaigns, while Foglight's goal is to provide more precise targeting. VentureDirect, which sells more than $150 million in media annually for clients including Amazon.com, Avis Rent A Car and Fidelity Investments, plans to leverage its buying power to find targeted and low-cost buys. Foglight routinely tests media placement and creative to gauge the return on a potential buy before the campaign rolls out.

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