Burger King kicks off Backstreet promotion

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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.

Copyright January 2001, Crain Communications Inc.

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