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Social Marketing Artificial Intelligence Augmented Reality Chat & Messaging Influencers & Creators Metaverse Social Media Week Social Pro Daily Young Influentials

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Social Confidential: How Sour Patch Kids' 'No-Rules' Approach Hypnotizes and Delights Fans

360i's Shelby Jacobs reveals the secrets to the brand's success

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By Jess Zafarris

February 1, 2022

What would you do with two armies—one of upwards of a million fans, and one of tiny multicolored coworkers made of sour-sweet sugar?

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Jess Zafarris

  • @JessZafarris
  • jessica.zafarris@adweek.com

Jess Zafarris is the director of audience engagement at Adweek.

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