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Brands are just starting to play with Facebook's full-screen mobile ads, but Wendy's social marketers already seem to be having lots of fun with the new format.
The fast-food chain is running a campaign that uses a combination of photos, videos and GIFs to show how each layer of its hamburgers are made—like wavering pieces of cheese and a grilled beef patty.
"The Wendy's quality story carries a lot of equity with our fans and we wanted to invite them into that story, literally layer by layer," said Mike Bueno, director, digital marketing at Wendy's.