Now that YouTube celebrities’ influence is rivaling many Hollywood stars’ sway, more brands are partnering up with online video stars to reach a new, larger audience. These collaborations leave traditional advertisements behind, instead asking creators to put their own spin on the brand while still entertaining viewers. Lionsgate gave several popular creators free reign to create original fan videos for the Hunger Games: Mockingjay release, while Proactiv enlisted beauty blogger Eva Gutowski to incorporate the product into a “goofy relatable DIY video.” (Adweek)
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