MIAMI – Diddy will soon be adding some sizzle to Burger King's marketing efforts. Hip hop mogul Sean "Diddy" Combs has agreed to join Burger King Corp.'s promotional efforts as the world's No. 2 hamburger chain reaches out into the entertainment, fashion and music world, the Miami-based company said in a statement Tuesday.
Known in the past as Puff Daddy and P. Diddy, the artist known as Diddy is set to appear in an upcoming Burger King advertisement campaign. Financial terms were not disclosed.
"Sean 'Diddy' Combs is a pop culture icon, and we're thrilled to be able to collaborate, using the breadth of his talents as an artist, entrepreneur and change agent to impact and inspire our guests," said Russ Klein, president of global marketing, strategy and innovation at Burger King.
Also on the plate is "DiddyTV," a channel featured on the popular Web site YouTube Inc., which is being bought by Google Inc. The channel will allow fans to access music tracks and video clips from Diddy's new CD "Press Play" which comes out Oct. 17.
Burger King, which went public this summer, also is an official sponsor of the rapper-producer's tour.
"I'm having it my way on this album, and it's been a great journey for me, so I'm grateful for partners like Burger King Corporation that are helping me bring a fresh sound to my fans," Diddy said. "They share my passion for being tastemakers and giving the people what they want."