Monday, August 3, 2009

Sega Launches Largest Hispanic Effort For Wii Title

The Hispanic market may not be untapped when it comes to video games, but Sega certainly seems to think it is ripe for expansion. For its launch of the Wii title, "Daisy Fuentes Pilates," the company is out with its largest Hispanic-targeted marketing effort to date.

"While we've done little bits and pieces [of Hispanic-targeted marketing] over the years, this is our strongest effort to date," Rick Naylor, Sega's senior director of marketing, tells Marketing Daily. "The packaging is completely bilingual in English and Spanish, and the advertising has all been in [both]."

Fuentes, a former MTV VJ, is very popular and well-known within the Hispanic community, and her involvement with the game is a big reason that Sega chose this title to lead this marketing effort, Naylor says. "We felt like we wanted to take part in that," he says.

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