http://www.businessinsider.com/dj-khaled-career-new-album-grateful-2017-6/#he-has-turned-snapchat-and-social-media-into-a-powerful-marketing-force-1
For anyone that has followed DJ Khaled on social media, it goes without saying that it is one of the most surprising stories of popularity ever. Ever since that fabled jet ski trip, he's had one hit after another culminating in his number one album, "Major Key".
The story is yet another example of the power of social media within the digital marketing toolset and the potential huge gains (or losses) in brand equity. An example of a large marketing ROI of backing a "celebrity" / individual (in both traditional ads and social media) is in Dos Equis 'most interesting man in the world' campaign. An example of a major loss is BWW's backing of an actor who lied about being in the WTC on 9-11 (see below).
http://www.businessinsider.com/ap-buffalo-wild-wings-ending-ads-after-actor-lied-about-sept-11-2015-9
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