Burger King Using Backstreet Boys in Web Promotion
Source: Wall Street Journal
New York, Aug. 18 (Bloomberg) -- Diageo Plc's Burger King unit will use the Backstreet Boys in a promotional campaign featuring comic books, videos, compact discs and a Web-based cartoon series, the Wall Street Journal reported.
Burger King's 8,500 North American restaurants will distribute about 45 million plastic action figures of the music group as costumed superheroes, based on characters developed by Stan Lee Media Inc. for a comic book released in February.
Burger King will sponsor the band's next concert tour. Food bags, door decals, tray liners, posters and the chain's famed paper crowns will display the superhero characters. Videos and compact discs will be sold at stores for $2.99.
The first four-minute cartoon will appear on the Web site, {http://www.backstreetproject.com}, on Aug. 27 with new installments to be released every two weeks. The band will get 65 percent of the Web venture's profits after Burger King recoups its costs.
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