“Think Global, Act Local” – at Pepsi everything is pointing in that direction. News has spread of Pepsis cooperation with Foursquare. The deal is to have an app, which automatically notifies people as soon as they’re in the reach of a Pepsi outlet (such as Taco Bell, iHop and Pizza Hut). If they grab the brand’s drinks, they get points for music downloads from the likes of Black Eyed Peas, Rihanna and other Universal music artist.
Also Pepsi has the “Pepsi Refresh Project” rolling at the moment. This project cultivates special ideas and submits funding to the best concept. The project is based on a global scale but every country manages it’s “Pepsi Refresh Project” from within the country and promotes the project on a country level.
Here’s the Swiss campaign (as seen on their Facebook page)
Also Pepsi has grasped the difficulties of social media marketing. They are maintaining several different Facebook accounts all tailored to the needs of the specific country. The Portugese site is in Portugese, the Swiss Site in German and so on and so fourth. Therefore they can act way better on a local scale and meet the needs of the specific country a lot better. Communication is faster, more efficient and more personal. Clearly a great example of “Think Global, Act Local”.