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.