The Power of Celebrity and Partnerships, Your Brand and Your Online Audience - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables
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Presentation: The Power of Celebrity and Partnerships, Your Brand and Your Online Audience Presented by: Jennifer Smith, Director, Communications and Marketing, AriZona Iced Tea Since joining AriZona Beverages last year, we have successfully launched three new beverages to market without ever advertising. How did we do that? By tapping into the power of our celebrity partners, our strategic brand partners and our online fans, who have become Ambassadors for our brand.
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The Power of Celebrity and Partnerships, Your Brand and Your Online Audience - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables
- 1. The Power of Celebrity and Partnerships, Your Brand and Your Online Audience Jennifer Smith
- 2. Secret to Our Success Great Product, Great Price, Great Packaging
- 3. Power of Our Brand – The Fans
- 4. AriZona Beverages Social Media @drinkarizona 3,297,335 Likes 70.7K Followers 131,920 Followers
- 5. 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
- 6. Shaquille O’Neal 4,846,723 Likes 8.77M Followers 988,936 Followers 85,118 Followers
- 7. Soda Shaq Soda Shaq All Natural Cream Soda – Launched with Shaquille O’Neal.
- 8. 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.
- 9. 7-Eleven Exclusive Instagram Contest: “Try Shaq’s Shoes on for Size”
- 11. 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”
- 12. Shaq on Katie Couric
- 13. Access Hollywood • Kit Hoover tweeted photos from Shaq’s appearance • 19.8K Twitter Followers
- 15. 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
- 16. Our “Hide the Golden Can” Contest where Shaq leaked clues…
- 17. 1st Golden Can Winner in Los Angeles
- 18. Bethenny Frankel 975,677 Likes 1.38M Followers 323,127 Followers
- 19. Bethenny & SkinnyGirl Sparklers Partnership Announcement
- 20. Bethenny Show Launch and Contest
- 21. Bethenny Show Launch • TressaWalkers’ Winning flavor - Peach Passion Fruit • Coming Winter 2014! @skinnygirlspark
- 23. PR Machine Jimmy Fallon appearance
- 24. Bethenny • Bethenny incorporates product in her lifestyle videos and Facebook posts • Gets photographed with product
- 26. Dunkin Donuts & Arnold Palmer Coolatta 12,370,302 Likes 755K Followers 168,496 Followers
- 27. Dunkin Donuts & Arnold Palmer Coolatta
- 28. Dunkin Donuts & Arnold Palmer Coolatta • Gift Card Giveaway
- 29. Dunkin Donuts & Arnold Palmer Coolatta
- 30. YouTube, Vine and Social Media Stars
- 31. Yung Lean 99,846 Likes 67.3K Followers 67,680 Followers
- 32. Yung Lean
- 33. Yung Lean Fan Tweets Yung Lean
- 34. Nash Grier - Vine 9.4M Followers 3.41M Followers 6,580,250 Followers 2,295,340 Likes
- 35. Nash Grier - Vine
- 36. Nash Grier - Vine
- 37. The Good, Bad and Ugly Miley Cyrus Photo Shoot
- 38. Jennifer Smith @smithnyla @smithnyla #AZOakTea Thank you!