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The Power of Celebrity and Partnerships, 
Your Brand and Your Online Audience 
Jennifer Smith
Secret to Our Success 
Great Product, 
Great Price, 
Great Packaging
Power of Our Brand – The Fans
AriZona Beverages Social Media 
@drinkarizona 
3,297,335 Likes 
70.7K Followers 
131,920 Followers
Four Case Studies 
1. Soda Shaq Launch with Shaquille O’Neal 
1. SkinnyGirl Sparklers with Bethenny Frankel 
1. Dunkin Donuts with Arnold Palmer Coolatta 
1. Social Media Stars
Shaquille O’Neal 
4,846,723 Likes 
8.77M Followers 
988,936 Followers 
85,118 Followers
Soda Shaq 
Soda Shaq All Natural Cream Soda – Launched with Shaquille 
O’Neal.
We keep Social Media in mind when we are designing our cans. 
8 different versions of our Soda Shaq encourage fans to copy 
the expressions.
7-Eleven Exclusive Instagram Contest: 
“Try Shaq’s Shoes on for Size”
The Power of Celebrity and Partnerships, Your Brand and Your Online Audience - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables
Leveraged Shaq’s 
“Grown Ups” Press Tour in NYC 
• 8 am – “Good Morning America Show” 
• 10 am – “Live with Kelly & Michael” 
• 12:30 pm - “Katie Couric” 
• 7:00 pm - Zeigfeld Theater – Red carpet premiere of his film “Grown Ups”
Shaq on Katie Couric
Access Hollywood 
• Kit Hoover tweeted photos from Shaq’s appearance 
• 19.8K Twitter Followers
The Power of Celebrity and Partnerships, Your Brand and Your Online Audience - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables
Our “Hide the Golden Can” Contest 
where Shaq leaked clues… 
• Golden cans hidden in LA, Orlando, Chicago, Ft. Worth, New 
York City 
• Out of five winners, one Golden Can winner got Grand Prize 
round-tip ticket to NYC for a luncheon with Shaq
Our “Hide the Golden Can” Contest 
where Shaq leaked clues…
1st Golden Can Winner in Los Angeles
Bethenny Frankel 
975,677 Likes 
1.38M Followers 
323,127 Followers
Bethenny & SkinnyGirl Sparklers 
Partnership Announcement
Bethenny Show Launch and Contest
Bethenny Show Launch 
• TressaWalkers’ Winning flavor - Peach Passion Fruit 
• Coming Winter 2014! @skinnygirlspark
Celebrity Friends
PR Machine 
Jimmy Fallon appearance
Bethenny 
• Bethenny incorporates product in her lifestyle videos and 
Facebook posts 
• Gets photographed with product
The Power of Celebrity and Partnerships, Your Brand and Your Online Audience - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables
Dunkin Donuts & Arnold Palmer Coolatta 
12,370,302 Likes 
755K Followers 
168,496 Followers
Dunkin Donuts & Arnold Palmer Coolatta
Dunkin Donuts & Arnold Palmer Coolatta 
• Gift Card Giveaway
Dunkin Donuts & Arnold Palmer Coolatta
YouTube, 
Vine and 
Social Media Stars
Yung Lean 
99,846 Likes 
67.3K Followers 
67,680 Followers
Yung Lean
Yung Lean Fan Tweets 
Yung Lean
Nash Grier - Vine 
9.4M Followers 
3.41M Followers 
6,580,250 Followers 
2,295,340 Likes
Nash Grier - Vine
Nash Grier - Vine
The Good, Bad and Ugly 
Miley Cyrus Photo Shoot
Jennifer Smith 
@smithnyla 
@smithnyla 
#AZOakTea 
Thank you!

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