• June 2, 2008

Looking to steal late-night customers from rival McDonald's, Burger King has announced it will stay open until 2 a.m. or later Thursdays through Saturdays, beginning this Thursday.

A new TV ad, the next phase of BK's partnership with music and fashion mogul Sean "Diddy" Combs, began airing last week. "Diddy's Way" was directed by acclaimed director, producer and actor Spike Lee. In it, Diddy discusses the late night-strategy with an actor playing BK's CEO. Upon Diddy's announcement, "BK is open late," crowds of guests rush to Burger King for late-night dining.

BKC first announced its partnership with Diddy in October 2006 as part of a multi-year campaign.

In addition to the advertising, Burger King will be promoting its extended hours through an aggressive grassroots outreach campaign this summer in select key markets. Support will include sponsorship and consumer engagement activities at music festivals and nightclub and bar presence including in-venue advertising, branded bar essentials, BK Crown Card distribution and more.

--Nina M. Lentini