You are on page 1of 12

Kingdom to the Red Bull Soapbox Race in Jordan, the brand's powerful event marketing

strategy takes them here, there, and everywhere.

Aside from events, Red Bull's packaging also plays a part in its global appeal.
"Red Bull really looks like a product from a global economy. It doesn't look like a
traditional American soft drink -- it's not in a 12-ounce can, it's not sold in a bottle, and it
doesn't have script lettering like Pepsi or Coke. It looks European. That
matters," explains Harvard Business School professor Nancy F. Koehn in a 2001 article.
Though it's since diversified its product selection since that article was published, the
fact remains that Red Bull's consistent packaging has helped this brand go global.

2) Airbnb
Airbnb, a community marketplace for people to list and book accommodations around
the world, was founded in 2008 out of San Francisco, California.
Since then, Airbnb has grown to 1,500,000+ listings in 34,000+ cities worldwide. A large
contributor to the company's explosive global success? Social media.

National Donut Day was June 3rd.100 stores in 30 countries outside of the U. Airbnb launched a social media campaign around the hashtag #OneLessStranger.In January 2015. With over 3. From Korea's Grapefruit Coolata to Lebanon's Mango Chocolate Donut to Russia's Dunclairs.. 4) Domino's . or were talking about the campaign. created content. And while we were getting our hands dirty with a Boston creme (or two) here in the states." in which Airbnb asked the community to perform random acts of hospitality for strangers.000.S. social experiment. 3) Dunkin Donuts In case you missed it.000 people worldwide engaged. Just three weeks after the launch of the campaign. over 3. Dunkin Donuts China was serving up a fresh batch of dry pork and seaweed donuts. The company referred to the campaign as a "global. and then take a video or photo with the person and share it using the hashtag. Dunkin Donuts has evolved its menu to satisfy the sweet tooth of its global customers. it's clear that Dunkin Donuts isn't afraid to celebrate cultural differences in an effort to strengthen its international presence.

Though Rezdy's clients are Australian-based. Domino's has prioritized menu innovation as a means of increasing international interest and awareness. “The joy of pizza is that bread. Click on the screen shot to check out this fun video on Rezdy's homepage: . where dairy wasn’t a big part of their diet until lately. the company needs to cater to its clients' international visitors.” explains Domino’s CEO J. Patrick Doyle. In Asia. and cheese works fundamentally everywhere. 5) Rezdy Some companies may not be trying to attract global markets directly. but if their clients are.” By making a conscious effort to gain a better understanding of the preferences of the markets it's trying to break into. It’s curry in India. But half the toppings are standard offerings around the world. Rezdy is an Australian-based reservation software designed to make online booking smoother for tourists and agents alike. they better know how. except maybe China.Similar to Dunkin Donuts. it’s seafood and fish. Domino's is able to deliver pies diverse enough to gain international attention. “And it’s easy to just change toppings market to market. sauce.

making the country a prime candidate for WWF's Blackout campaign. don't be afraid of the dark.a voluntary worldwide event where participants turn off their lights for an hour to show how easy it can be to battle climate change -. With one tap of the banner. the screen went black. Have a cool idea? Don't be afraid to try it out on one international market -. Scandinavian countries like Norway experience extreme daylight hours in different seasons.) 7) Pearse Trust . but is sure to emphasize the language and currency customization tool upfront. Finger swiping the black screen slowly revealed the Earth Hour countdown. Even if your company is marketing to other regional companies.' The video walks us through how easy the service is for users.000 impressions and the campaign received three MMA Global Mobile Marketing Awards back in 2012. (Also. consider their global customers as if they were your own. The banner attracted roughly 1.just make sure it's the appropriate audience.The first feature the video spotlights is 'Internationalisation.000.and brought it to Norway's mobile audience. the nonprofit placed the Blackout Banner across Norway's top media sites to promote Earth Hour. 6) World Wildlife Foundation WWF took its Earth Hour initiative -. Using digital agency Mobiento.

In this screenshot below.With offices in Dublin. and Wellington. Atlanta. That's why Pearse Trust keeps content flowing on its Facebook page that engages its various markets. Pearse Trust has grown to be an international authority on corporate and trust structures. But it takes more than offices all over the map to reach an international audience. you can see Pearse Trust posts lots of content featuring international affairs relating to the company's practice. Vancouver. London. .


8) Nike Nike has been able to evolve its global presence through the careful selection of international sponsorships such as its previous long-standing relationship with Manchester United. .these partnerships have certainly helped the brand capture the attention of a global audience. Nike's NikeID co-creation platform serves as another strategy that the company is using to appeal to international markets. Although sponsorship spending can be fairly unpredictable -. (where it has a London office). Ireland (where it has a Dublin office). featuring news from places like Germany. This is a great example of focusing on common interests shared among your company's various markets while also making the content relatable to customers by region.It also levels out external articles with Pearse Trust content.K.demand costs tend to surge due to triggers like championships and tournaments -. and the U.

Nike is able to deliver customized products that align with different cultural preferences and styles. so unlike its menu. 9) McDonald's We all know McDonald's is a successful global brand.By putting the power of design into the hands of the consumer. . I'll keep it light.

McDonald's practices 'glocal' marketing efforts. McDonald's introduced the McArabia. McDonald's has also introduced macaroons to its French menu: And added McSpaghetti to its menu in the Philippines: . No. McDonald's brings a local flavor. to its restaurants in the Middle East. In 2003. that's not a typo. to different countries with region-specific menu items. a flatbread sandwich. literally.While keeping its overarching branding consistent.

10) Innocent Drinks Innocent Drinks is the leading smoothie company in the U. And despite its widespread reach. the company's "chatty branding" remains consistent across the board." .This "glocal" approach has helped put McDonald's at #9 on Interbrand's Best Global Brands 2014.K. but that's not the only place you'll find its products. For instance. with contact information that reads "call the banana phone" or "visit the fruit towers. Innocent products are now available in 13 countries across Europe. In fact.. the website is very bubbly.

While global expansion and rapid growth can sometimes distract a company from consistent branding. . 11) Unger and Kowitt The phrase 'glocal' can be defined as "Think Globally. Not very global.literally. right? Well. Unger and Kowitt is a traffic ticket law firm based in Fort Lauderdale defending drivers in the state of Florida." But what happens when you switch the two around? Woah. fasten your seat belts -. Innocent Drinks has managed to remain true to itself. Act Locally. Innocent is able to create a more recognizable brand. Unger and Kowitt understands that America is a melting pot and that Florida is bursting at the seams with different cultures and languages. By ensuring that the brand's voice is interpreted the same way around the world.

the brand sponsors the Support My School initiative to improve facilities at local schools.Though a domestic service. tell me this doesn't look like fun: . 12) Coca-Cola Coca-Cola is a great example of a brand using international marketing efforts. Don't miss out on expanding your client base -. the brand sticks with selling an emotion that can't get lost in translation: happiness.5 million Floridians who speak Spanish.sometimes you don't have to look far to attract international business. For example. Spanish. Coca-Cola focuses on small community programs and invests a lot of time and money in small-scale charity efforts. Not to mention. Unger and Kowitt can cater to Florida's nearly 3. in Egypt. the firm's website is available in English. Portuguese. Though a large corporation. With these options. Now. Portuguese. and Creole. Coca-Cola has built 650 clean water installations in the rural village of Beni Suef and sponsors Ramadan meals for children across the Middle East. In India. or Creole.