MIAMI: Burger King's latest promotion is providing the company with high sales and unprecedented traffic to its marketing website.
The fast-food giant is teaming up with AOL Music to offer customers who buy a Whopper a free music download from MusicNet's catalogue.
Whopper purchasers get a code that they enter into haveityourway.com. Each purchase allows them to download one song, artist interview, or concert track.
The site also features DJ mixes, games, and a customizable Windows Media Player and CD artwork.
The campaign kicked off on Labor Day -- September 7 -- and will run until the end of this month.
Though Burger King declined to disclose how many Whoppers it had sold since the promotion, Cindy Syracuse, senior director of national promotions, said that the company has experienced strong store traffic and sales. The campaign is also netting the company its highest traffic ever to one of its niche marketing sites. Its other recent sites have featured its Subservient Chicken and Dr. Angus promotions.
"The campaign is obviously the framework of BK and what we've seen with our" target demographic of males ages 18 to 34, said Syracuse.
Syracuse said Burger King talked with AOL about potential strategic concepts and homed in on the music. The relationship leaves an open door to discuss other AOL and Time Warner content like movies and television, she said. The company has a long-standing relationship with AOL and has provided distribution of its discs at its restaurants.
"AOL has all kinds of great concepts, but we figured we would start with music,"
The company, whose slogan has been "Have it your way" for many years, said that other companies have taken that idea and offered customization.
"The idea of having it your way is a fundamental to Burger King," Syracuse said.
The company recently hired a new CEO, Greg Brenneman, and SVP of corporate communications, Steven DeSutter, from a private equity and advisory firm, TurnWorks, that specializes in corporate turnarounds.
"We have a lot of new product in the pipeline and have some killer marketing, communications, and advertising programs coming up," DeSutter said in August. "We would characterize [Burger King] as a turnaround-in-progress with more work to do."
Burger King has some upcoming undisclosed product-based productions and a promotion that will focus on all members of the family.