• Mediaweek, Monday, April 6, 2009 9:30 AM

VH1's improv comedy "Free Radio" is building customized placement for Burger King and Kia Motors into the narrative of the offbeat show. First up is the fast-food giant.

Beginning April 9, Burger King will be featured in four episodes of "Free Radio," culminating in a sweepstakes giveaway. The brand first pops up when Lance, the dimwitted host of the KBOM radio show-within-a-show, yells out copy for a live read. He then says "yelling is the most effective form of radio advertising."

Another comic in the show-within-a-show will set up the sweepstakes. She alerts listeners of the fake show to log on to a site for a chance to win "$1,000 in free Burger King food every year for 25 years." The fake site will then redirect viewers to an actual special sweepstakes site hosted by VH1.com.

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