Advertising Industry
Industry: Email Alert RSS FeedLatino marketers and agencies set out to explore virtual worlds; Dieste, Vidal and Sprint among those experimenting in Second Life to connect with tech-savvy consumers.(marketing strategy of Vidal Partnership)
Advertising Age, May, 2007 by RUIZ-VELASCO, LAURA MARTINEZ
Byline: LAURA MARTINEZ RUIZ-VELASCO
Hispanic marketers and agencies are using Second Life to gain experience in creating virtual worlds to appeal to Latinos, who are more likely to play online games than their general-market counterparts.
Alberto Fulham, for instance, shows visitors around El Dorado, one of six "islands'' acquired in Second Life by Vidal Partnership, the biggest independent U.S. Hispanic agency. A four-screen movie theater screens films, and sculptures by leading artists are on display.
Clad in tight jeans, running shoes and a colorful T-shirt, Alberto Fulham is an avatar created by Alberto Ferrer, managing partner-director of direct and digital marketing at Vidal. Soon El Dorado will open a cafe, host concerts, and exhibit...
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