BK sponsors Reggaeton promotion.

In the past, Burger King Corporation has supported Latin music stars Obie Bermudez, Pilar Montenegro and Grammy nominees Nicole and Jorge Moreno. Now, the burger giant is working with reggaeton artist, Voltio, for the My Music, My Style promotion to meet the tastes of younger urban consumers who incorporate their preference for reggaeton into their lives the BK Way– A TU MANERA

The BURGER KING My Music, My Style promotion launches, at the 2006 Billboard Latin Music Conference and Awards in Miami. As a major conference supporter, Burger King Corporation is co-sponsoring a Rhythm, Rap and Reggaeton panel and the VIP Billboard Bash. Another element of the sponsorship includes a “viewer’s choice” A TU MANERA SM award that allows music fans to vote online at telemundo.com for their favorite artist. The winner will be announced during the Awards show, April 27.

“For the past five years, Burger King Corporation has sponsored promotional music platforms to engage our consumers as part of our many multi-cultural initiatives. This year, the Billboard sponsorship is just one element of a holistic reggaeton promotion,” stated Sope Aluko, Burger King Corporation’s manager for multicultural marketing.

Mi Música, Mi Estilo is a multi-level promotion that includes: restaurant meet and greet opportunities, guerrilla street teams, a WHOPPER gift with purchase including downloadable music ringtones, songs and wallpapers, radio spots featuring Voltio, TV and online promotions and private concert performances. Prior to the South Florida event, Burger King Corporation conducted a multi-city sweepstakes to send consumers to the awards show and VIP parties.

Following the Billboard Latin Music Conference and Awards, Burger King Corporation is introducing a promotional tour with private VIP parties and performances with Voltio. The My Music, My Style tour will stop in Miami, New York, Chicago, Houston and Los Angeles. Also part of the tour, Voltio will make appearances in select restaurants for meet-and-greets with fans.

Additionally, Burger King Corporation will make a donation of $10,000 to performing arts education programs in a few of the cities on the promotional tour. The recipients of the donation are schools that serve urban youth populations and offer aspiring performing artists with the necessary tools for them to succeed in their chosen professions, and in life.