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.
