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Six Flags, Billboard Tap Starburst for Music Promo

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Starburst has signed on as the title sponsor of a summer music promotion created by Six Flags Entertainment and Billboard.com.

The promo includes online support, live concerts and a national sweepstakes. Starburst is sponsoring Six Flags' summer concert series, featuring artists like Jordin Sparks, Pitbull and Iyaz, among others. The series includes 56 concerts at eight Six Flags parks nationwide. As part of the deal, the candy brand's logo will appear across the parks and its products will be sold at Six Flags retail shops. Starburst is owned by the Wm. Wrigley Jr. Co.

Additionally, Six Flags and Billboard.com are launching a promotional campaign on their Web and social media sites.

To give consumers a little extra incentive, the companies are also kicking off a national sweepstakes. The grand prize is a three-day/two-night "VIP concert vacation" to a Six Flags park, and a meet-and-greet with a featured artist from "MashUp Mondays" and the Starburst Summer Concert Series. ("MashUp Mondays" is a music-centric video series created by Billboard.com and Starburst in February as a separate effort.)

Six Flags said it will promote the sweepstakes with in-park media, including its digital out-of-home network, billboards and scrolling signage.