CREATION: Web briefings - Wrigley's launches campaign on Red-dots

Beyond Interactive has launched Wrigley's Extra Auction, a

three-week branding campaign, on the Red-dots.com auction site.

By collecting sugar-free gum packs or referring friends to the site,

users will be given an online currency called Extradollars for limited

participation in Red-dots auction site.

The latest effort is a continuation of the Gum Rider campaign. The

company has also incorporated a viral marketing mechanism into the

latest campaign, generating 10,000 unique registrants, 25 per cent of

which were referrals.