To promote its limited-time-only Whiplash Whopper, Burger King sponsored Teletoon’s ‘Fred at Night’ two-hour block of late-night shows Sunday.

As part of the sponsorship, host Fred Kennedy got tattooed while eating one of the burgers and hosting the 18- to 34-year-old focused grouping of shows between 10 p.m. and 12 a.m.

In addition to that exposure, the burger was featured in six five-second intro spots and an animated bug during the shows. Throughout the week leading up the sponsorship, a five-second tag on the ‘Fred at Night’ weekly promo spot promoted Burger King’s involvement in the lineup.

Online, the sponsorship featured exclusive content of the tattooing session, an interview with the tattoo artist and a reveal of the final tattoo on Teletoonatnight.com.

Kennedy joined Teletoon as host of interstitial programming during the adult-friendly shows in October.