Carmex partnered with because s/he used one of its products.

Carmex partnered with LeBron James because he used one of its products. This was a marketing strategy by Carmex using Twitter and the fans of LeBron James. The strategy involved a scavenger hunt where members of team LeBron tweeted clues to certain locations and the winner won a jar of Carmex and a gold cap with 14 karat gold.

The correct answer is b.