4Music and KFC Join Forces
The partnership also involves a series of bespoke promotions for a number of KFC products 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.
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.
‘The Crush’ 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 the 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!”
“It will be fronted by Rick Edwards and 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.
Jennelle Tilling, Vice-president, Marketing for KFC UK, said, “We’re always looking for new and innovative ways to interact 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’.”