Localization: Delivering A Taste of Local
Facebook is known for being a personal hub into a user’s life. It already provides users with a personal view of the world, where only friends are admitted, and this fosters a ‘local’ camaraderie that encourages frequent visits. It’s fascinating to see Adidas tap into this same ‘localness’ by enabling users to visit the ‘Adidas Originals’ Facebook page to choose their language and location preferences in the ‘Your Area‘ tab. The default setting is USA and English, but because you can choose your localization, turning to the UK gave videos featuring David Beckham, while Japan had a video of street skateboarder Mark Gonzales. Letting people interact with branded or sponsored material in this way could be a glimpse of how the future of video online may work. Customization is really the first adage of marketing, making the user feel like an individual. Kudos to Adidas!
Tags: Advertising, Facebook, Personalization, Video
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