The Extra Venue on Yahoo! Music, will deliver video content including intimate performances, lifestyle features and interviews with music artists and bands.
The campaign builds on Wrigley Extra's brand messaging of "Get a Little Closer", with content including the Live and Up Close programme, which gives users the chance to attend live intimate music performances or view them free online.
The content is supported by audio and video ads on Yahoo! Music and links across the Yahoo! Network. Wrigley will also launch print and TV advertising to drive traffic to the site.
Toby Baker, marketing director at The Wrigley Company, said: "We are very excited to be taking part in our first online partnership and a venture that conquers uncharted territory for Wrigley in the UK. Through The Extra Venue on Yahoo! Music, we can provide online audiences with access to fantastic, 'never-before-seen' and intimate material from their favourite artists and bands, and continue to cement our position as a key supporter and fan of the music industry."
All buying and planning was by MediaCom, while digital programming company Guerrilla filmed and produced the video content.
The Extra Venue will be live on May 2.
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