McDonald's joins MTV to market talent show

Burger chain McDonald’s and music channel MTV today announced a multi-million-dollar marketing deal.

McDonald’s is to sponsor a show called MTV Advance Warning which showcases new musical talent.

Neither MTV or McDonald’s would reveal how much the sponsorship deal is worth but it is known to be one of the largest of its kind by the fast food giant.

A previous series of Advance Warning gave valuable exposure to British artists such as Joss Stone and Franz Ferdinand in the US.

The show is now being extended to all 25 MTV channels, which usually cover more than one country, around the world. Each channel will produce their own version using both home-grown talent and artists from overseas.

MTV claim the expansion will increase the potential audience of Advance Warning to nearly 400 million homes in 162 countries.

The deal is important as McDonald’s attempts to attract teenage and young adult customers.

The “I’m lovin’ it” slogan and campaign, featuring first Justin Timberlake and now Destiny’s Child, is another vital component.

The McDonald’s logo will appear throughout Advance Warning.

Jonathan Patrick, executive vice president of MTV networks International Marketing Partnerships, said: “MTV Advance Warning going global, in partnership with McDonald’s, will enable MTV’s audiences to be the first to see and hear the artists that we believe have the potential to achieve international success in 2005.”

Larry Light, executive vice president of McDonald’s, said: “McDonald’s is pleased to be able to support young musicians and artists and help them fulfil their hopes and dreams.”

McDonald’s has more than 30,000 outlets around the world serving nearly 48 million people in 119 countries every day.