Further leveraging the popularity of music, Sony Connect will soon team up with a major QSR to offer a musical premium to consumers to benefit an international charity.
Jay Samit, the general manager of Sony Connect, released a few details Tuesday of what’s to come from the music giant during The L.A. Office Road Show. In the next few weeks, Sony Connect and an unnamed QSR will roll out a promotion offering a musical release from a major band. The release was recorded specifically for the promotion, Samit said. The promotion is designed to benefit and raise awareness for an international charity.
Samit would not release the band’s name, but dropped clues it would be Destiny’s Child.
McDonald’s Corp. has a pre-exiting relationship with the band Destiny’s Child. The QSR is sponsoring Destiny’s Child’s worldwide tour (Xtra, Oct. 7, 2004). Under the partnership, the group has appeared in commercials and on in-restaurant materials around the world. They also served as worldwide ambassadors for World Children’s Day at the company’s annual global fundraiser benefiting Ronald McDonald House charities and other children’s causes.
The multi-platinum trio announced plans in June they would disband after their world tour ends this fall.
