NEW YORK – AOL Time Warner Inc. said Thursday it will help restaurant operator Wendy's International sell hamburgers through a multiyear alliance that will promote Wendy's across a variety of the Internet and media giant's brands.
Terms of the cross-marketing media pact were not disclosed.
As part of the deal, the Internet and media company will feature Wendy's made-to-order products through promotions during shows on the TBS and TNT broadcast networks, during "The Rosie O'Donnell Show" through its Warner Bros. distribution, billboards created for the WB network, and Sports Illustrated magazine.
Parts of Wendy's broadcast and print advertising will also be integrated into online promotions across AOL brands, including the Internet service, AOL Moviefone and instant-messaging service AIM.
The alliance will help Wendy's promote its menu in new ways. For example, through print ads and sweepstakes prizes that link both online and offline elements.
"This agreement exemplifies the kind of total marketing solution we're capable of designing for major advertising partners. This program for Wendy's goes above and beyond the concept of a standard media buy," Robert Pittman, chief operating officer of AOL Time Warner, said in a statement.
The company has been securing a series of similar deals with large advertisers, helping it somewhat offset the sharp downturn in ad spending. AOL Time Warner struck a similar deal with No. 2 hamburger chain Burger King Corp. in November.
Shares of AOL Time Warner were up 12 cents at $28.92 and shares of Wendy's were off 8 cents at $31.02.
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