Burger King partners with MediaWorks and Y&R Engage to promote brand new Burger King app

The long-standing relationship between Burger King and MediaWorks takes a new approach this week, revealing an evolution from traditional paid media to programme partnership and in-show integration. Kicking off last night, Burger King has aligned with NZ’s leading comedic duo Jono & Ben as part of their weekly TV show on Three and their weekday radio show on The Edge, to promote the launch of the brand new Burger King app.

Says Jake Shand, head of marketing, Burger King: “The Mediaworks partnership launches at a pivotal time as we look to build momentum for the second half of the year and grow share in the highly competitive Quick Service category.

“We’re excited to see how the integrated promotions will build Burger King into daily conversations, outside of traditional paid media.”

In addition to the Jono & Ben activity, the extension of the Burger King and MediaWorks partnership sees The Edge run one of its biggest promotions of the year, ‘The Edge Safehouse’ where day-time show hosts are locked away in undisclosed locations for weeks on end. Daily challenges will unlock clues to the hosts’ whereabouts, and listeners can guess the location by literally going to the spot, or by pinning a virtual map for a chance to win cash.

The Burger King app will release exclusive clues throughout the promo and hosts will also highlight various menu items across the day, including limited time offers.

The integrated campaign has enabled MediaWorks to draw on the cross-platform power of its many channels including radio, Edge TV, social; as well as in-programme integration with Jono & Ben across the year.  The ongoing presence and natural brand fit between Burger King on The Edge and Jono and Ben gives this partnership initiative authenticity and cut through.

Says Alana O’Neill, GM integration, MediaWorks: “We are thrilled to have Burger King on board with MediaWorks brands The Edge and Jono and Ben to bring their key campaign messages and products to life. The opportunity to partner with such a blue chip brand as Burger King, and the team at Y&R Engage, to produce fresh and engaging content that delivers for the audience and the brand using the power of content is the perfect scenario for us.”

Syas Paul Hamilton, Y&R Engage: “Y&R Engage has well-established relationships with both Burger King and MediaWorks, so it was fantastic to facilitate the evolution of their partnership.

“Burger King is the perfect brand to explore new product integration opportunities, and we can’t wait to see how Jono & Ben and the wider MediaWorks team help us to build the brand into daily conversations, outside traditional media.”

Client – Burger King

Group Sales Manager – Nicole Jones