Burger King, AOL Form Multi-Media Alliance | Adweek Burger King, AOL Form Multi-Media Alliance | Adweek
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Burger King, AOL Form Multi-Media Alliance

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NEW YORK - Burger King and media conglomerate AOL Time Warner have formed a marketing alliance that will provide Burger King customers with access to exclusive multimedia features and give AOL increased availability to consumers in more than 11,000 Burger King outlets worldwide.

Among the first joint ventures is a project that will allow Burger King customers to log onto a new custom Web site developed by AOL Music to get special "all-access passes" to music and video content. The site will feature free downloads, pre-release streaming of the new songs and videos, live chats with recording artists, and chances to win such prizes as backstage passes.

In an expansion of a previously announced deal, Burger King and AOL will team for an array of worldwide promotions for the upcoming release of New Line Productions' "The Lord of The Rings: The Fellowship of the Ring."

Burger King will also be promoted across AOL Time Warner's range of TV, print and online media, including CNN, TNT, Time, People, Sports Illustrated and such AOL properties as Netscape and CompuServe.

"By combining our brand with AOL Time Warner's top-drawer content and media distribution strengths, we will reach the widest audience in the online and offline worlds," said Burger King chairman/CEO/president John H. Dasburg.