Wrigley’s Push Focuses On Extra Time
Wrigley’s Extra is launching a new marketing campaign to support its sponsorship of the Premier League aligning the brand with the tensions of extra time during matches.
The chewing gum brand’s Extra 90+ campaign will encourage fans to ‘chew through the minutes that matter’, tapping in to the drama of extra time during Premier League games.
Created and managed by partnership marketing specialists MEC Access, the campaign’s creative has been developed by AMV BBDO and media booked by MediaCom.
To bring the campaign to life, partnerships have been forged with eleven Premier League clubs to take over the digital perimeter boards and jumbotron screens when the clock hits 90, the first time these media outlets have been booked in this way.
In addition, for each goal that’s scored in added time this season, Wrigley’s Extra will donate £1,000 to Football Aid as well as offering fans competition prizes.
The campaign was launched by former footballer Teddy Sheringham while The Sun newspaper is hosting a microsite, extra90plus.com, allowing fans to engage with the campaign and re-live their memorable added time moments.
Search and on-line marketing is also being used to drive traffic to the microsite and a partnership with radio station TalkSPORT is driving frequency of messaging to core fans to further establish the campaign’s credibility.
