BK Breaks Effort for Music Promo

ATLANTA Burger King has launched three TV spots and several print ads for its new free-music-download promotion.

As part of the effort, which started last week and continues through Oct. 3, the wrapper for each original Whopper burger at BK includes a code that can be used at www.haveityourway.com to download one of more than 700,000 songs. Double Whoppers offer access to two songs on the Web site.

BK is working with AOL, which provides the downloads through its online music service, AOL Music, on the promotion.

The ads were created by MDC Partners’ Crispin Porter + Bogusky. The Miami agency was awarded the $300 million account in January without a review.

Two of the three TV spots began airing this month, with the third scheduled to launch within the next week, the agency said. The commercials, which feature three young men called “Whopperheads” who travel in a 1970s-style van while searching for their favorite sandwich at BK, are running on national broadcast and cable networks, the agency said. Radio is also in the mix.