Wrigley's Extra signs as sponsor of MTV's 'Total Request Live'

Wrigley's Extra is sponsoring MTV's new flagship post-school show Total Request Live.

MTV's programme, targeting 12- to 24-year- olds, will be broadcast live from London and features interviews with music and entertainment stars.

MTV claims that Total Request Live is the biggest launch of a show so far. It kicks off on 19 August.

The Wrigley's Extra brand is being integrated into the programme and its marketing activity. As well as on-air branded promotional spots and idents, the campaign consists of Underground ads across London, print ads in youth titles including CosmoGirl and TV Hits and a national postcard campaign in schools.

There is a Wrigley's Extra Total Request Live-branded website providing a listings search and the opportunity to receive audience passes.

MTV is creating the on-air creative, with Point Blank responsible for the Tube and press ads. Viacom Brand Solutions, the MTV UK sales house, and SponsorCom, the sponsorship arm of MediaCom, brokered the deal.

Paul Curtis, the managing director of VBS, said: "The after-school audience is key for us and we expect the show to become appointment TV for the post-school and college viewers."

Total Request Live is adapted from a US version but will have a distinctly British feel. The Foo Fighters will be the first band to appear on the show.

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