@MDLZ (Mondelez International), CPG (consumer packaged goods) giant, used Snapchat for the first time for @SourPatchKids’ five-day Snapchat campaign. MDLZ said that, “Snapchat is a quick, easy and fun way to communicate that provides a different kind of creative expression than other platforms." Sour Patch Kids hired a social media star for the first time to record “sweet” to “sour” pranks using its Snapchat account. This is apart of MDLZ’s initiative to allocate 10% of its marketing spending towards mobile- Link

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