Bauer Access has today signed a multi-platform content partnership led by 4Music with the leading quick service restaurant KFC.
The partnership is an extension of ad-funded programming around The Crush, hosted by Rick Edwards. The Crush will expand from the previous half hour-long programme into a 60-minute programme partnership with KFC's innovative 'Krushems' drink and play out across more TV channels.
The partnership also includes a series of bespoke promotions across TV & digital platforms and exclusive digital Crush content, across 2011, giving the audience a chance to win money-can't-buy prizes and VIP tickets to the programme.
The deal was originated and negotiated by SPP, the sponsorship arm of Walker Media.
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 and as a result of 2010 success a new T4 slot in 2011.
The partnership will continue to support 'Krushems', KFC's new beverages range. Krushems is an iced dairy shake full of real bitz available in four flavours: Oreo, Maltesers, Caramel Crunch and Strawberry Shortcake.
Darren Khan, Television Sales Director & Commercial Director Bauer Access said, "We are delighted that KFC continue to share our vision in generating compelling content around 4Music and "The Crush". This partnership demonstrates how engaging original broadcast and digital content coupled with tactical promotions can add real value to the consumer and work strategically for a business like KFC."
Jennelle Tilling, Vice-president, Marketing for KFC UK, said, "KFC not only wanted to get closer to its customers, but in particular connect with music fans and the 2010 partnership with 4Music has been the perfect vehicle to facilitate this ongoing strategy. We're delighted to extend the collaboration into 2011 and amplify the activity further to deepen our relationship with The Crush audience."
The Crush is 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:
''We're really excited to be continuing The Crush partnership with KFC Krushems.
"It's a polished and adventurous show delivering amazing access to some of the world's biggest music & entertainment stars. This year we'll push the format further with extended content and greater distribution through the use of additional platforms, and we'll aim to make it more of a laugh than ever before."
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For further information, contact Sarah Ewing:
020 7859 8411
07740 110 788
sarah.ewing@bauermedia.co.uk
