CHICAGO Continuing its recent history of establishing music partnerships, McDonald's Corp. has teamed up with MTV Networks to become the exclusive sponsor of the channel's new music talent showcase MTV Advance Warning globally.
"Music is the universal language. Music touches the lives of our customers everyday. It is a natural fit for our brand," said McDonald's global chief marketing officer Larry Light during a conference call Thursday morning.
MTV Advance Warning is a 12-episode, monthly series dedicated to new artists. It has previously only aired in the U.S. featuring acts such as Joss Stone, Kanye West, Franz Ferdinand and Maroon 5. Beginning Feb. 19, the show will be adapted for MTV international audiences.
The deal will include McDonald's "billboards" at the beginning and end of each program, as well as advertising appearing during breaks in the show. In addition, McDonald's will sponsor events such as battle of the bands contests in local markets.
The deal follows previous partnerships with music acts like Justin Timberlake (who helped launch the "I'm lovin' it" campaign) and Destiny's Child as well as a promotion with Sony Connect. Financial specifics of the deal were not disclosed.