Wendy’s “Pretzel Love Stories” ad campaign uses comments from social media to write the dialogue for soap-opera-inspired short videos about its new Pretzel Pub Chicken sandwich.

Wendy’s actively courted social media attention in what the company called a “360 marketing campaign” for its pretzel bun sandwiches, starting with the debut of the Pretzel Bacon Cheeseburger earlier this year.

The marketing plan for the cheeseburger included national TV and radio, outdoor billboards, and, importantly, a celebrity-focused digital-marketing campaign. Recording artist and reality TV star Nick Lachey sang ballads crafted from fan tweets about the Pretzel Bacon Cheeseburger, and the second episode of “Pretzel Pub Chicken Love Stories” stars actress and singer-songwriter Roselyn Sanchez.