Wrigley's Extra

Background 

Wrigley’s chewing gum was one of the official sponsorship partners of the English Premier League.

 

Their aim was to drive awareness of this sponsorship and promote their brand campaign, which focuses on the premise that chewing gum is a great way to relieve the stress of added time in a football game.

 

Wrigley’s also wanted to highlight their brand message, “chew through the minutes that matter” which they did through their Extra 90+ campaign, and partnered with thesun.co.uk to drive this message.

 

Campaign Objectives

  • To drive awareness of the Extra 90+ campaign on thesun.co.uk and Extra’s sponsorship of the Premier League
  • Drive football fans to engage with and enter the Extra 90+ promo/activities

 

Why?

thesun.co.uk is already a well established and recognised brand within football in the UK. Campaign research shows that 69% of respondents think The Sun has excellent football coverage, 87% regularly use The Sun’s Dream Team and 65% visit the football section on thesun.co.uk daily/several times per week.


Wrigley’s wanted to drive awareness of their sponsorship and Extra 90+ campaign by using thesun.co.uk and leveraging its strong association with football and its ability to reach a large football audience.

 

The big idea
An Extra 90+ microsite was created which invited users to enter a competition to watch video content of previous seasons extra time goals and win the chance to play with past football legends.

 

A number of interactive features were developed including a 90+ knowledge quiz of extra time goals, a downloadable football wallpaper and an Extra 90+ penalty game. The campaign was complemented with Editorial coverage of goals scored within added time in Premier League games.


To gain additional reach The Extra 90+ campaign was supported by a number of leaderboards and MPUs running on the football section of thesun.co.uk. Wrigley’s also had solus sponsorship of thesun.co.uk’s Live Match Centre scoreboard, as well as advertising their Extra 90+ campaign on The Sun’s Dream Team website.

 

Across the campaign, which ran from Dec 08 to the end of the football season in May 2009 the Extra 90+ activities generated nearly 74,000 unique users to its microsite on the sun.co.uk

 

Results

The campaign proved a success amongst the football audience, with increases in key campaign measurement metrics between the exposed and control group. There was also a high recall level.

 

For more information please contact Hamish White hamish.white@newsint.co.uk