MTV Secures Wrigley’s Extra For TRL Sponsorship

MTV UK and Ireland has secured Wrigley’s Extra as the six-figure sponsor of its flagship Total Request Live show.

The deal, brokered by Viacom Brand Solutions and Sponsorcom, will include break bumpers and integrated sponsorship of the show, which will be supported by a terrestrial TV and national radio advertising campaign.

Total Request Live, which is MTV’s leading show in the US, will launch in the UK on 19 August. The programme includes interviews and performances from the world’s biggest music and entertainment stars.

The sponsorship package will also include a series of posters on the London Underground Tube Network and print ads in youth titles, including Cosmo Girl and TV Hits. There will also be a national postcard campaign to support the show across UK schools.

MTV will also be launching a branded online microsite, which will allow visitors to search for listings and guests for future shows.

Commenting on the initiative, Gharry Eccles, managing director of Wrigley U.K and Ireland, said: “This is another way to reach and engage with our consumers and there is a strong affinity between MTV TRL and the Extra brand equity. Music plays an important role in the life of the Extra consumer”.

Viacom’s new cross-platform media division, Viacom Plus, recently secured a ground-breaking £3.5 million campaign to advertise Heinz’s new frozen snack brand across its media and retail properties (see Viacom Teams With Starcom For Landmark Heinz Deal).

MTV: 020 7284 7777 www.mtv.co.uk

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