When you think of influencer marketing, Vine, Instagram and YouTube personalities probably come to mind. But the folks at Sour Patch Kids think they've found a new, creative group to churn out the next wave of branded content—fan fiction writers.
For Valentine's Day, the Mondelez candy brand is running a contest on Wattpad—an online platform where writers share stories. Through tonight, members are invited to write love stories that end with a twist.
"What we've seen from teens is the idea that fan fiction is becoming more mainstream," said Lauren Fleischer, Mondelez's senior associate brand manager.
Over the past year, Sour Patch Kids has run similar Snapchat and YouTube programs, asking influencers to take over its social accounts by posting short clips and photos.
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