In Mexico and Argentina, Radio Disney helped launch High School Musical: La Selección, a reality show to cast Troy and Gabriella that aired on free television and Disney Channel.
Technology has also played a major role in growing brand awareness in international markets. In Korea, Disney's MP3 player won the 2007 Good Design Award, and in China, the Disney Pooh mobile phone broadened the appeal of Disney among new young adult audiences.
Looking forward, Walt Disney International will continue to use localized content and assertive marketing strategies to establish the Disney brand and franchises globally.
Top: In Argentina, the High School Musical: La Selección reality show was a nationwide casting search for a localized version of the popular Disney Channel movie.
Bottom: The Disney Pooh mobile phone is popular among Chinese teenagers and young adults, broadening the appeal of the Disney brand among new audiences.
