Burger King Sponsors New Ad Medium Via iPod

Burger King Sponsors New Ad Medium Via iPod

Nov 8, 2005 6:05 AM
PROMO Xtra

Burger King Corp. has found a new use of the iPod in the form of advertising, launching a partnership with Heavy.com to introduce a series of short comedy videos available for download.

Terms were not disclosed.

Under the deal, the QSR is sponsoring Heavy's fall season of "Must Stream TV" for video iPod. The sponsorship marks the first instance in which a marketer is using ad-supported video programs with iPod downloads to reach consumers.

"Customization is the foundation of the Burger King Have It Your Way brand promise," said Gillian Smith, senior director of media and interactive at Burger King Corp., in a statement. "It's great to have a partner like Heavy that continues to be on the cutting edge of entertainment and our sponsorship of the personalized iPod video section reflects our ongoing approach of reaching our consumers through new and innovative targeted platforms."

Heavy is a market leader in broadband programming for 18- to 34-year-old males. It has more than 6 million unique viewers each month.

Apple launched the video iPod last month with a variety of commercial-free programming.

The sponsorship includes shorts created by users of Burger King icons, the costumed King and the QSR's popular Subservient Chicken, according to news reports. Other Burger King-sponsored heavy programming available for iPod downloads includes "Behind the Music that Sucks" with episodes featuring Tupac, Dr. Dre and Eminem.