Burger King and AOL Time Warner to build loyalty together
A series of initiatives planned by Burger King and AOL will build customer and staff loyalty to the companies.
Fast food chain Burger King Corporation, and Internet-powered media and communications company AOL Time Warner have formed a strategic alliance and partnership which will enable them to offer interactive programmes and features exclusively for Burger King customers. Under the multi-million dollar, multi-year alliance, the two companies will create targeted promotions and programmes that are designed to build customer loyalty and drive sales.
Privileged access The two companies plan a series of integrated marketing projects that will give Burger King’s 12 million customers per day access to customised features within AOL Time Warner’s publishing, broadcast, music, film and online divisions. For example, Burger King’s customers will be given digital codes with food purchases that will enable them to access special sites on AOL and on Burger King’s own website. Once inside these sites, they will be able to take part in various sport and music promotions.
Examples of initiatives Burger King customers and readers of AOL’s magazine, Sports Illustrated, will be invited to share their opinions on the best “Whopper Sports Moment of the Month”, in the magazine, on Burger King’s website and on www.CNNSI.com. Participants will stand the chance of winning prizes like VIP tickets with airfare and accommodation to their favorite sports event.
Music fans will be able to get a “backstage” pass which provides access to behind-the-scenes music and video content, such as free music downloads, pre-release streaming of latest songs and videos, live chats with recording artists, and the chance to win backstage concert passes.
AOL’s first instalment of its film “The Lord of The Rings: The Fellowship of the Ring” will be promoted in 11,000 Burger King Restaurants worldwide, and Burger King Restaurants will be promoted in AOL Time Warner’s range of media.
Staff too An interesting part of the deal is that the alliance will also focus on retaining Burger King’s staff. New employee benefits may include concert tickets for team members and possible discounts on AOL products and services. The alliance will also include a charitable component, in which customers will help decide which charities will benefit from the charitable funds raised by the alliance.