The fast-food brand will sponsor a 30-minute show, called The Crush, on the 4Music channel highlighting its new liquid snack Krushems. The music series, which targets the youth market, includes guests such as Alexandra Burke, Marina and the Diamonds, Chipmunk, Usher and Ricky Gervais.
KFC will use the partnership, which has been set up by the sponsorship arm of Walker Media, SPP, to roll out promotions across its product ranges. Viewers will be given the change to win "money can't buy" prizes and also VIP tickets to the show.
Along with the new series, there will also be a dedicated microsite – – which will feature backstage videos, imagery, gossip and competitions.
The series, fronted by Rick Edwards, will premiere on 4Music on Saturday (3 April) with further broadcasts across the Box TV network and on late night Channel 4.
4Music is owned by Box TV, which is a joint venture between Bauer Media and Channel 4. The channel currently attracts an average of 11 million viewers a month.
Darren Khan, TV sales director, Bauer Media Brand Solutions said: "KFC is the perfect brand to work with us on this new show. The new product Krushems appeals to the same target audience as 4Music, 16- to 24-year-olds, who are modern, fun and energetic.
"This new partnership is another great example of how aligned two brands can be."
Jennelle Tilling, vice-president, marketing at KFC UK, said: "We're always looking for new and innovative ways to interact with our customers, so we're very excited about this partnership with 4Music.
"It's the first time we've done something like this, and we feel the audience who tunes into 4Music is exactly the audience who will love our new Krushems."
KFC rolled out Krushems earlier this month following a trial. It is currently supporting the launch with an ad campaign created by Bartle Bogle Hegarty, spanning TV and outdoor.
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