Image: iStockphoto, mr_wilke The world’s biggest brand marketers are seizing the opportunities that LatAm presents as a booming and emerging digital market, but many of them make the mistake of taking a one-size-fits-all approach to the entire region. Effectively scaling a brand in LatAm requires — at a minimum — a critical understanding of cultural nuances, a keen awareness of differences by country, knowledge of formality of tone of voice, and comprehension of the intricacies of each country’s legalese and history. Localized and even regionalized campaigns have proven successful in influencing LatAm markets, as evidenced by brands including McDonald’s, Coca-Cola and PUMA. McDonald’s: Showcasing local values Tip to learn from: Taking a regional approach and then localizing it even further, through content, is a powerful way to be impactful in overseas markets. McDonald’s serves more than 70 million customers in 119 countries, and a key contributor to the company’s global success is its understanding of each country’s cultural differences and needs. The brand places an importance on locally relevant marketing, menu innovations, service variations and sourced ingredients. For example, the menu in India features Masala Grill Burgers, and in Italy you can order a Mediterranean salad. Diverse initiatives across the globe, from “It all comes together at Macca’s” in Australia, to the “Just Because” campaign in neighboring New Zealand, showcase the brand’s regional values — and its marketing approach in Latin America is no exception. McDonald’s “Glad You Came” or #quebuenoqueviniste campaign in Latin America effectively showcased the LatAm consumer’s love and core cultural pastime of entertaining guests in their homes. The campaign emphasized these characteristics — consistent with its corporate values — by putting customers front and center, showcasing real patrons and emphasizing the cultures’ joy of hospitality. The campaign spanned across the region in countries including Colombia, Argentina, Costa Rica, Mexico and Chile and featured real customers from each country in social media content. Colombia: Plan de amigas y McDonald’s ¡Lo mejor! #QuéBuenoQueViniste pic.twitter.com/Y12gML6E0k — McDonald’s Colombia (@McDonaldsCol) February 19, 2014 Argentina: Brenda y Rodrigo comparten sus momentos de felicidad en McDonald’s ¡Compartí el tuyo con #QueBuenoQueViniste! pic.twitter.com/fYDKrtuQnn — McDonalds Argentina (@McDonalds_Ar) February 13, 2014 Costa Rica : ¡Compartí vos también tus mejores momentos usando el hashtag #QueBuenoQueViniste! pic.twitter.com/3jmz5vxrKR — McDonald’s CR (@mcdonaldscr) March 10, 2014 Capturing local personalities regionalized the campaign in LatAm and made it resonate on a country-by-country basis. The fact that this campaign was specific to LatAm and no variation of it appeared in the U.S. further underlines its regional specificity. Coca-Cola: Giving consumers in Argentina (and beyond) what they want Tip to learn from: Research and deeply understand local customer demand to create locally tailored products, particularly in emerging markets. Coca-Cola Company owns over 500 brands and is available in over 200 countries worldwide. One of the many factors that’s positioned the brand as a global leader is its ability to act strategically on local consumer demand and market trends. A 2013 study from the Ipsos Open Thinking Exchange suggested that Argentinians and […]
The college basketball season officially got underway this weekend with the start of fall practice, and University of Florida opponents should be very, very, afraid. The reason? Six-foot-nine, 249-lb. Patric Young, who spent the offseason doing the most hardcore workouts we’ve ever seen from a basketball player. As seen in the video above, those workouts included flipping giant tires, using rope to pull small cars while seated on the ground and pushing pickup trucks around campus with nothing but his bare hands. Young gave fans a look at his grueling 3-minute routine by using Twitter to share the above video during the offseason. The clip has bubbled up again on the social web over the past few days thanks to a mention in an SI.com pre-season power ranking, and with the start of college hoops season, it only seemed right share this with the non-sports world as well. Check it out above and let us know what you think in the comments. Read more: http://mashable.com/2012/10/15/college-basketball-players-insane-workout-will-make-you-feel-small-video/
If you enjoy going to magic shows and still want to be fooled, this video might not be for you. If you’re curious and skeptical like the rest of us, then prepare to have your mind blown. Read more: http://www.wimp.com/5-iconic-magic-tricks-revealed/
Image: Scott James Murphy via Facebook SYDNEY — Thousands of Australians fled their homes, as wildfires raged across the nation’s south on Saturday, with firefighters struggling to contain the blazes fanned by strong winds. Six homes were destroyed by the fires in South Australia and Victoria states, officials said, though no serious injuries have been reported. Dry conditions and temperatures in the upper 30s Celsius (around 100 degrees Fahrenheit) were causing headaches for firefighters battling the blazes. Officials said it would likely take days to get the fires under control. ‘Fire Cloud’ Thankful that the fire hasn’t gone in our direction but feeling for all those friends who had to evacuate and for the towns in the firing line. Have spent a lot of time in Kersbrook, Cudlee Creek etc and it’s just horrible to think what they are facing today. A photo posted by Ben Goode (@benjamingoode) on Jan 1, 2015 at 2:38pm PST The worst of the fires was in the Adelaide Hills in South Australia, where the flames had destroyed five homes, and put hundreds of others at risk, state Country Fire Service spokesperson Daniel Hamilton said. Residents of 19 communities had been asked to evacuate, as a predicted shift in the winds later Saturday prompted fears the flames could worsen. Here are some more photos of the fire damage at my grandparents’ property in Lower Hermitage. #SAFires pic.twitter.com/9oovJnC6wz — AliciaMelville-Smith (@alicia_ms) January 3, 2015 The forecast was also calling for increased humidity, which could slow the fire’s progress Saturday night, Hamilton said. “There should be no sense of relief because the temperatures are somewhat lower, or that there are spots of rain about,” South Australia Premier Jay Weatherill told reporters in Adelaide. “The situation remains extremely dangerous, and our warnings that were issued earlier today must be heeded.” South Australia Police also urged people near out-of-control bushfires to “implement their survival plans,” after the state declared an emergency. Flew in to #Adelaide over the #SAFires today. Huge fire front out window, hope all r ok. pic.twitter.com/Sd98ubBeY8 — Guy Tunbridge (@Guy_Tunbridge) January 3, 2015 Up to 2,000 firefighters were battling the blazes across the state from the ground and the air, with more than a dozen aircraft dumping water onto the flames. A photo posted by Morne Saffieboy de Klerk (@photolifemorne) on Jan 1, 2015 at 2:47am PST Six firefighters were treated for minor conditions, mainly smoke inhalation, Country Fire Service Chief Officer Greg Nettleton said. Post by Scott James Murphy. In neighboring Victoria state, firefighters had controlled more than 300 fires since Friday, with only one still considered a danger. One home was destroyed in the blaze in the western Victoria town of Moyston, state Country Fire Service spokesperson Mario Xuereb said. Humbug Scrub fire Adelaide Hills. Still not in control at 2105hrs pic.twitter.com/Gou4lMpY2H — Stan Jezioranski (@Stanjez) January 2, 2015 A shift in the weather Saturday afternoon was expected to bring light rain, wind and lightning to the area, which could exacerbate the blaze. The […]
For Amos the cocker spaniel, life was rough. He had been living on the streets of Los Angeles for who knows how long, starving and afraid of anyone who tried to approach him. But luckily for him, help wasn’t far. googletag.cmd.push(function() { googletag.display(‘VN_PG_DCBP_ATF’); }); When a homeowner called Hope For Paws and told volunteers that there had been a homeless dog living under the house next door for the last month, they drove there immediately and found him. Terrified, he refused to come any closer — but all they needed was a tasty cheeseburger and they were able to get him on the path to a better life. He is such a sweetheart at the end! Here’s hoping that Amos finds a home filled with love and endless belly rubs. If you’d like to help this wonderful organization save more lives, you can donate here. Read more: http://www.viralnova.com/saved-from-starvation/
All of these animals, no matter how big or small, make their way over to the bucket for some water. Read more: http://www.wimp.com/camera-placed-at-the-bottom-of-a-bucket-with-animals-drinking-from-the-bucket/
It may feel like summer in many cities across the U.S. today, but a cruise through the southernmost place on Earth is never out of season. Chill out with this beautiful timelapse footage through Antarctica’s Ross Sea. Happy Friday, folks. BONUS: Travel the World With These 10 Time Lapse Videos 10 Time-Lapse Videos From Around the World 1. Lake Tahoe This shot of Lake Tahoe by user tlapse is a beautiful capture of Sierra Nevada. 2. Vancouver City This time-lapse of Vancouver City is a collaboration between Innerlife Project and TimeLapseHD. 3. New York City Shot by Mindrelic, this captures some of the best spots across New York City. 4. Ko Olina Beach A day on the beaches of Hawaii, shot by tonnes, sounds pretty good right about now. 5. Edinburgh This was jgolian’s first shot at time-lapse photography, and we think his capture of Scotland’s capital is pretty great. 6. Panama Canal From the Atlantic to Pacific Ocean, this time-lapse journey by radiofreebc rides through the Panama Canal onboard a cruise ship. 7. Crater Lake In the span of a day, user Dan Heller captured a stunning view of Crater Lake, including a crescent moon, the Milky Way and Jupiter. 8. Moscow Next on the list is Moscow, Russia’s capital, captured by user 22zweizwei. 9. Antarctica YouTube user Antzarctica spent a year creating this time-lapse of Artarctica, in and around the McMurdo Station and Scott Base. 10. Las Vegas This time-lapse, shot by user Asianjma123, captures 2 nights and 3 days in sin city. Read more: http://mashable.com/2013/05/10/timelapse-antarctica-video/
These bush mechanics don’t need a garage or any fancy tools to get this abandoned car up and running. Read more: http://www.wimp.com/watch-these-austrailian-bush-mechanics-fix-up-an-old-car-in-no-time/
Every culture has their own sacred death rituals, but some are far more frightening than others. Take the Torajan people, for example. On the Indonesian island of Sulawesi, dead bodies are seen very differently than they are in the States. Corpses aren’t actually considered to be dead until a water buffalo is sacrificed to accompany them into the afterlife. It takes years for some families to be able to afford the expensive ceremony, so many keep their loved ones inside their homes until they can. googletag.cmd.push(function() { googletag.display(‘VN_PG_DCBP_ATF’); }); But even after their deceased relatives are properly buried, some families decide to keep their memory alive by digging the bodies up in a bizarre celebration. The residents of Toraja proudly display the dead as part of their Ma’nene ritual. Every year, the villagers dig up their late family members in order to honor them. YouTube / National Geographic googletag.cmd.push(function() { googletag.display(‘VN_PG_DCBM_BTF’); }); The decaying bodies don’t spook them at all — they prefer to see them so they can mourn. YouTube / National Geographic They carefully clean their ancestors to preserve their dignity. YouTube / National Geographic googletag.cmd.push(function() { googletag.display(‘VN_PG_DCI1_BTF’); }); Then the corpses are actually groomed and dressed up. YouTube / National Geographic And the families even pose with them for photos as if they were still alive. YouTube / National Geographic Though they are undeniably creepy, some of the bodies have pleasant looks on their faces like they approve of the ritual. YouTube / Mo10ta But others are just terrifying. YouTube / Mo10ta These people see all of this as a beautiful process, but it’s more than a little disturbing. Would you ever consider going to a celebration like this? Me neither. I’m all for expressing your culture, but this is way, way too morbid for me. Read more: http://www.viralnova.com/morbid-indonesian-ritual/
