4Music today announces an exciting year-long partnership with leading quick service restaurant KFC. The partnership will result in monthly 30 minute programmes sponsored by KFC’s new innovative drink ‘Krushems’. The deal was originated and negotiated by SPP, the sponsorship arm of Walker Media.
The partnership also includes a series of bespoke promotions across 2010, giving the audience a chance to win money-can’t-buy prizes and VIP tickets to the programme.
4Music, owned by Box TV, the joint venture between Bauer Media and Channel 4, is currently the UK’s number one music TV channel and has enjoyed a number of successful brand partnerships since launch. The series will premiere on 4Music with further broadcasts across the Box TV network and on late night Channel 4.
The partnership will coincide with the national roll-out of ‘Krushems’, KFC’s exciting new range of drinks combining icy slush, creamy dairy and crunchy bits. Krushems are available in 4 flavours; Maltesers, Oreo, Strawberry Shortcake and Caramel Crunch.
Darren Khan, TV Sales Director, Bauer Media Brand Solutions said, “KFC is the perfect brand to work with us on this new show. The new product ‘Krushems’ appeals to the same target audience as 4Music, 16 – 24 year old, who are modern, fun and energetic. This new partnership is another great example of how aligned two brands can be.”
Jennelle Tilling, Vice-president, Marketing for KFC UK, said, “We’re always looking for new and innovative ways to connect with our customers, so we’re very excited about this partnership with 4Music. It’s the first time we’ve done something like this, and we feel that the audience that tunes into 4Music is exactly the audience that will love our new ‘Krushems’.”
The yet-to-be-titled KFC sponsored show will be a topical, monthly music entertainment show that celebrates everything the viewers of 4Music and lovers of KFC would want to see and hear. Youth-targeted and accessible, the show will give viewers a mixture of authority and exclusivity, whilst delivering an opportunity to get closer than anywhere else to some of the biggest names in the world.
David Young, Director of Programming at Box TV said, “Airing in the first week of each month, the show will provide a guide to all the biggest new music, TV and film for the forthcoming month…a fun but essential guide for the viewers of 4Music and fans of KFC!”
“We obviously can’t say too much yet, but it will be fronted by a well-known 4Music presenter, the show will be funny, irreverent, full of gossip, providing viewers with the kind of star access they expect from 4Music but with a special twist exclusive to this venture with KFC.
ENDS
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Box Television is a joint venture between Channel 4 and Bauer Media
