Wii Lifestyle: Turn On Your World

Francois Filamor
George Mylona
Lindsay Bernstein
Rebecca Roussell 1
 Table of Contents
•  Executive Summary
•  Situation Analysis
•  Problems & Opportunities Summary
•  Target Market Profile
•  Marketing Objectives
•  Marketing Strategies & Rationale
•  Advertising, Media & Promotional Tools
•  Campaign Evaluation (metrics/measurements)
•  Budget
•  Campaign Conclusion
•  Appendix
–  Research
–  References
–  Recorded In-Depth Interviews

2
 Executive Summary

The Nintendo Wii is the hip, culture-centric gaming

system, which offers a multi-purpose entertainment
experience for young, Hispanic adults as well as
their families and friends.
3
 Introduction/Summary

•  Nintendo’s Mission and Philosophy:

o  “At Nintendo we are proud to be working for the leading company in our industry. We
are strongly committed to producing and marketing the best products and support
services available. We believe it is essential not only to provide products of the highest
quality, but to treat every customer with attention, consideration and respect. By listening
closely to our customers, we constantly improve our products and services.” *

•  Nintendo is engaged in the manufacturing and

distribution of interactive entertainment products.
•  Our goal is to expand the target segmentation of
Nintendo in the United States by targeting the
Hispanic community.

*Source: Nintendo Co., LTD

4
Situation Analysis

5
 Introduction/Summary

•  Nintendo operates in the home entertainment and

handheld device markets.
•  Nintendo manufactures and markets hardware and
software for its home video game systems (DS
handheld, Game Boy handheld, and Wii consoles)
•  Nintendo operates in Japan, in the U.S., and
Europe.
•  During the 2009 fiscal year, Nintendo recorded
revenues of $18.4 million (up 9.9% from 2008).

6
 Brand Analysis
•  Nintendo is currently working to broaden its audience
by attracting pre-school and senior (e.g. adults 60+)
game players.
•  Nintendo Wii revolutionized the gaming industry and
was the first console of its kind.
•  According to industry research, Wii sales have
peaked. In 2010, there was a 25 percent decline* in
sales for the first time since the system was
introduced about two years ago.
•  However, the Wii is still outselling rival systems
Playstation3 (Sony), and XBOX 360 (Microsoft).
*www.mashables.com 7
 Brand Analysis
•  Nintendo is also currently targeting females by
making the Wii a family-friendly gaming system.
•  Nintendo is extending its reach even further
through a partnership with Netflix introduced last
spring.
•  Those Wii owners, who have a Netflix
subscription are now able to get instant movie
streams through their gaming system at no extra
cost and will have access to thousands of free
movies.
8
 Competitive Analysis
•  Nintendo’s top competitors are Microsoft Co. and Sony Co.
–  XBOX 360 (Microsoft)
–  Playstation series (Sony)
•  Last year, the XBOX 360 introduced a hands free motion
sensor called the Kinect which allows you to play games
without a controller.
•  The revolutionary iPad (Apple), became a recent threat to
Nintendo and its competitors last year as well. With
thousands of games available for download on the iPad for a
minimal fee, sales of video games and hardware will suffer
in the coming years.

9
 2009 Household Product Ownership*

Product Spanish Spoken in the Home

(# of Families)
Nintendo DS 4.7 million
Nintendo Wii 4.5 million
Microsoft XBOX 2.5 million
Microsoft XBOX360 3.3 million
Sony Playstation 1.5 million
Sony PSP 1.6 million
Sony Playstation 2 6 million
Sony Playstation 3 2.1 million

*Source: MRI Media Mark Report

10
 Industry & Category Analysis

•  The gaming industry traditionally targets young adult

males, 13-24 years old.
•  Today, more than 50 percent of the U.S. adult
population plays games.
–  56% males
–  44% females
•  The video game industry is steady and continues to
grow, despite the economy which is forcing
consumers to cut back on discretionary spending.
•  In February 2009, when other industries were
suffering greatly, gaming sales were up 10 percent.
11
 Market Analysis
•  Research shows, 93 percent of Hispanics are
regularly or occasionally playing video games.
•  32 percent of Hispanics have a Nintendo DS
handheld in their homes.
•  46 percent of video game owners are Hispanic – the
highest concentration of any ethnic group.
•  55 percent of Hispanic homes have children.
•  Hispanics over index non-Hispanics at buying video
games at 110.
•  Hispanics are more eager to adopt new media than
any other ethnic groups.
Source: U.S. Hispanic Entertainment and 12
Consumer Electronics Usage, 2005
 SWOT Analysis
Strengths

Established brand; gives a Short products lifestyle

competitive advantage Currency exchange
Robust revenue growth fluctuations

Weaknesses
provides greater stability Made in Japan
Global presence and No Social Media
geographical diversification
reduces the business risk Not technologically
advanced
Revolutionized the gaming
industry
 SWOT Analysis
Opportunities

Positive outlook for Shift in consumer

entertainment industry preferences
Exclusive Univision Extreme heavy

Threats
extras through Wii competition
Changing and positive
trends in consumption
patterns
Problems & Opportunities

15
 Key Problems
•  Recently, sales for the Wii have experienced a
decline.
•  The Wii will continue to lose ground with the
introduction of direct competitors such as the XBOX
360 Kinect and the iPad.
•  The Wii is often not viewed as a “gamers’ console”
the graphics pale in comparison to XBOX360 and
Playstation3.
•  The lack of games compared to XBOX360 and
Playstation3 could prove a problem (there are very
few mature games for their gaming systems).
16
 Key Insights & Opportunities
•  Hispanics are more likely to own a gaming system
than other ethnic groups.
•  Family is at the center of a Hispanic consumer’s heart.
–  Nintendo has an opportunity to use its position as the
family-friendly gaming system to reach this group.
•  Nintendo has the opportunity to leverage its brand by
harnessing its Wi-Fi connection, with the increasing
demand for online gaming.
•  This connection can be used with both the Wii and
Nintendo DS systems.

17
Target Market Profile

18
 Primary Target Group

Generation Y Latinos
•  Young, Hispanic adults (18-34)
living at home with their parents
or by themselves
•  Always seeking the latest
technologies and fads
•  Early adopters of new technology
(e.g. cell phones, DVD/Blu-Ray
players, etc.)
•  Easily influenced by what’s
trendy or current
•  Brand names matter

Source: U.S. Hispanic Market Report (2004) 19

 Secondary Target Group
American & New Latinos
•  Parents (35-54) with children in the
home
•  Household include at least one parent
who is employed with an annual
household income of $50,000 or less
•  Live in large, urban cities in
predominantly Hispanic neighborhoods
•  Spanish is the main language spoken at
home and culture is expected to be
passed on to their children
•  Most members of the family are
bilingual and accept change
•  Regular users of new technology (e.g.
cell phones, DVD/Blu-Ray players,
video games etc.)

Source: U.S. Hispanic Market Report (2004) 20

 Target Rationale

•  63 percent of the U.S. Hispanic populations are

partially acculturated (they have adopted parts of
the American culture)

•  69 percent have children living in the home

•  57 percent of American Latinos speak Spanish

mostly at home

•  32 percent speak both Spanish and English at

home
Source: U.S. Hispanic Market Report (2004)
21
 Hispanic Gaming Behavior

•  Hispanics demonstrate a greater tendency than other ethnic

groups to purchase in-home and portable video game
systems.

•  Hispanics are not sensitive to costs, therefore respondents

were 15 percent less likely than other ethnic groups to say
cost was a primary reason for purchasing video games.

•  Hispanics are early adopters for video game growth. Many

consider themselves beginners with more than 50
percent of respondents labeling themselves as a novice.

Source: Univision Interactive Media Gaming Study (April 2010) 22

Wii Lifestyle: Turn On Your World
Campaign Goals

23
 Overview
•  The Wii Lifestyle campaign will focus on 18 to 34 year-old
Hispanic young adults.
•  The main goal is to showcase the increasing capabilities and
usage of the Wii as one central unit for all sources of
entertainment.
•  The campaign will concentrate on the Nintendo Wii social
gaming experience with family and friends.
•  Throughout the campaign, we will showcase a series of family
and friend gaming experiences with the Wii video game console
featuring a hip, cool lifestyle that is true to the Hispanic culture.
•  The campaign will illustrate that Nintendo cares about the
Hispanic audience.

24
Marketing Objectives & Strategies

25
 Marketing Objectives

•  Increase sales of the Wii console within the Hispanic

community.
•  Expand usage of the Wii console for multiple
activities and times throughout the day for the
Hispanic consumer.
•  Build awareness of the Wii console amongst Hispanic
audiences ages 18-34.
"
"

26
 Marketing Strategies

•  Engage the consumer by integrating the Nintendo

Wii into Univision programming
•  Create interest for the Wii console amongst
Hispanic audiences ages 18-34
•  Utilize Spanish-language media to reach our target
audience
•  Engage the consumer through ambient and non-
traditional mediums
Communications Objectives,
Strategies & Messages

28
 Communications Research Insight

•  Our research found that the 18 to 34 year-old group is

an untapped market for the Nintendo Wii. Nintendo is
currently attempting to target females by making the
Wii a family friendly gaming console. We see our
target as an opportunity for Nintendo to create
awareness and interest for the Wii in the Hispanic
community while also reaching Univision’s target
market.

29
 Overview
Project Sponsor/Campaign Stakeholders
•  Univision: Advertising on multiple platforms
•  Nintendo: Use of game console and brand name
•  Various video game producers who will benefit from
the partnership
•  Consumers: Current, previous and future

30
 Communications Objectives

•  Convey the message that the Nintendo Wii is the

one source of entertainment for the whole family
•  Generate awareness of the Nintendo brand and its
Wii console among Hispanic Generation Y
consumers
•  Create a positive perception of the Wii console as
part of the Hispanic culture and lifestyle

31
 Communications Strategy

Convince Hispanic video game enthusiasts

that the Nintendo Wii is their one source of
entertainment because it’s the brand
for the entire family.

32
 Message
Communication Message/Tone of Voice
•  Nintendo cares about Hispanic audiences
•  Wii Lifestyle: Increasing capabilities and usage
•  One central unit for all sources of entertainment
•  Hip lifestyle
•  It’s cool to own a Wii
•  True to your culture: Taking into account specific games
and lifestyle programs targeted to the Hispanic individual
whether it be to the primary audience of 18 – 34 or the
secondary audience of families

33
 Message
Holistic selling proposition/key points
•  Family and friends are important to us
•  Nintendo cares about the Hispanic audience
•  Univision wants to provide its audience with products and
services that they can relate to
•  The Nintendo Wii is equipped to provide you and your
family/friends with a multi-functioning entertainment
system that appeals to all ages
•  Nintendo is a culturally relevant company which has
games made specifically for the Hispanic audience

34
 Targeted Mediums
Univision Program Integration Support
•  Telenovelas/Soap Opera and/or •  Wii Controller Bus Strap
Series •  Wii Travelling Instillation
•  Comedy/variety programming •  OOH
•  Talk/reality shows

Social Media
•  Wii Turn On Your World Video Contest

35
 Visual Image/Creative Design

Visual goals
•  Break clutter
•  Attract consumers on a personal level
•  Effectively utilize media channels conducive to target
usage
•  Balance cohesive visuals with eye catching imagery

36
 Visual Image/Creative Design

Rationale
•  By suggesting multiple uses of the product there is an
incentive to purchase and justify the cost
•  New types of communication are important to attract an
audience
•  Consumers will desire to buy product when they see
themselves represented in the creative

37
Visual Image/Print Ad

38
Visual Image/Creative Design - OOH

39
Visual Image/Creative Design – Non-Traditional
 Visual Image/Creative Design - TV

Hispanic teenager is sitting in his

room relaxing He goes to turn on his Wii and
hears loud rumbling noise

He is happily surprised and kicks the ball around with them

All of a sudden, a famous futball team comes in his room (world cup wii game)
Crashing through his roof
41
 Visual Image/Creative Design – TV (continued)

He jams with the

Then out of nowhere a guitarist (Guitar Hero)"
famous Latino musician
comes crashing through
the roof"

A famous Latino chef They compete in a

comes crashing " cook off"
though the roof" (Cooking Mama)"
42
 Visual Image/Creative Design – TV (continued)

A famous Latino celebrity comes crashing They dance together (dance central 2)
through the roof"

All of the celebrities disappear

He goes to turn off the Wii
43
 Visual Image/Creative Design – TV (continued)

Announcer says: Nintendo Wii: Turn on

He smiles and says “Whoa! Cool!”" your world. "

44
Advertising, Media & Promotional
Tools

45
 Implementation
•  Launch and support in selected 10 Cities in States with the Largest Hispanic/Latino Population
(2010 U.S. Census)
•  New York
–  New York City
•  Illinois
–  Chicago
•  Florida
–  Miami
•  New Mexico
–  Albuquerque
•  Arizona
–  Phoenix
•  California
–  Los Angeles area
–  San Francisco/Bay area
•  Texas
–  San Antonio
–  Dallas/Fort-Worth
–  Houston 46
 Ambient – Wii Controller Bus Strap

•  Price is based on the typical quote

for a queen-size bus poster that
shows on both sides of a bus (not
the front or back) exterior on
50-75 buses
•  Each bus will be outfitted with
Wii Controller Bus straps on both
sides of the aisle replacing the
current bus straps which can be
replaced later
•  Wii straps will have Univision
and Nintendo logos. The tagline $50,000 cost of strap and instillation,
will be “Wii Turn on your world, 10 cities = $500,000*
coming soon!”
*Titan Chicago Rate Card 2010
47
 Wii Controller Bus Strap (continued)

•  Each city will utilize 50-75 buses*

depending on routes that travel to and
from heavily populated Hispanic
neighborhoods
–  The more Hispanic neighborhoods,
the more buses will be used to meet
the demands of the Hispanic
communities
•  Other messaging such as website & QR
codes can be added so that consumers
can use their mobile devices to find out
more information on the go
•  The objective is to increase sales of Wii
console by the Hispanic consumer by
placing both Univision and Nintendo
logos on the Wii bus strap by engaging
the consumer through ambient and non-
traditional mediums
*Titan Chicago Rate Card 2010 48
 Traveling Wii Instillation

•  Price is based on a mid-size party bus

quote
•  Price for exterior decorations is based on
king-size bus posters showing on one or
two sides of the bus (excluding front and
back) on 63-124 buses*
•  Bus will contain 60” LED screens on each
side with the latest Wii Games
commercials, Univision commercials and
campaign details surrounding launch!
•  Bus will roam around busy streets,
stationing at various heavily Hispanic
neighborhoods providing entertainment
and footage of game play with families,
friends and individuals engaging in various $300 per hour rental of truck, $112,000 cost
Wii activities of truck design, 10 cities, 8 hours each day
•  The objective is to increase sales of Wii for 2 back to back weekends = $1,264,000
Console by the Hispanic consumer by (est.)
showing usage of the Wii by engaging the
consumer through ambient and non-
traditional mediums
49
*Titan Chicago Rate Card 2010
 Wii Turn On Your World Video Contest
•  Create social media integration
•  Consumers are asked to produce user –generated videos
displaying family and friends using their Wii in creative
ways
•  Consumers can load their videos on the Facebook page
•  Consumers can vote for their favorites and share their
votes on Twitter and Facebook to create more
awareness and gain more votes
•  Consumers will win prizes such as a Limited Edition
Wii console which is the standard Wii console with
many unique Univision unique features
•  Videos will be used on the Wii travelling instillation
•  Top 10 videos will be featured on a Univision show
with the winning video used in future advertising as
well as integration into campaign
•  Winners receive prizes such as all-expenses paid trips,
products and other special features
•  The objective is to build awareness of the Wii console Utilizing promoted Tweets, and unique
amongst Hispanic audiences ages 18-34. Facebook applications to promote the
•  This will be done by engaging the consumer through contest = $11,000
integrating Nintendo Wii into Univision programming, Utilizing banner ads on Univision’s
utilizing Spanish-language media (through the website
website to promote the contest = $25,000
and on the channel), and involving the consumer
through non-traditional mediums 50
 Wii Turn On Your World Launch

•  Price based on projections in outdoor parks/

fields
•  Costs are cut because footage is pre-recorded
and edited and is projected on any plain large
wall
•  Projector prices are based on outdoor projection
costs
•  Support includes all of the costs to house the
projectors, generators needed to run them and
other miscellaneous costs associated with renting
space and permits
•  OOH featuring projections on blank walls in
major cities in heavily Hispanic neighborhoods
•  Launch will occur at night projecting user
generated footage loaded onto the site
•  Consumers who view the projections will be able
to obtain QR codes or site addresses to check out
videos on their mobile phones or on the $5,000 per outdoor projector, $15,000 for
Facebook /Twitter pages support (housing, generator, other), 10
•  The objective is to build awareness of the Wii cities = $200,000 (est.)
console amongst Hispanic audiences ages 18-34
by engaging the consumer through ambient and
non-traditional mediums
51
Advertising, Media & Promotional
Tools
Univision Integration

52
 Telenovelas/Soap Opera and/or Series

•  Weekdays: Daytime, primetime and

late nights
•  Current and recurring
–  Product placement, product
announcement
–  Female actress can use Wii Fit in
the morning to workout
–  Family or children can use the
Wii to play games such as Super
Mario or action/adventure games
–  18-34 adults can use the Wii in
the afternoon, evening to work on
their dance moves prior to going
out using the Just Dance
experience

53
 Comedy/variety programming
•  Current and recurring
–  In-house personalities can create their own Wii
characters
•  Segments can include
–  Wii Turn On Your World Video Contest Finals live
voting
•  All finalists will be flown out for the event
•  Winner will receive cash prizes/products
–  Wii Just Dance Competition
•  Between celebrities, personalities who are
visiting the show to perform or host
•  Between families (brothers vs. sisters, husband
vs. wife)
•  Professional dancers
•  Aspiring dancers
–  Other game competitions/Sports competitions
•  Multiple types of players
•  Professional players who are visiting the area/
studio
–  Singing competitions
•  Multiple types of players
•  Use of in-house singers/singers from other
competitions in the past using the program
and competing with other people
54
 Talk/reality shows
•  Children’s, news, public affairs and sports
programming
–  In-house personalities, celebrities and sports stars
who are visiting can create their own Wii
characters (miis)
•  Segments can include
–  Randomly selected audience members can play
games with celebrity/person being interviewed
•  Wii football with a football star being
interviewed
–  After playing the game, they will
receive a console signed by that star
•  Audience members can win game
consoles
–  Sports Wii Turn Your World Play of the Game
•  A highlight or play that is sponsored by
Nintendo Wii
–  If viewers watch the program, they can obtain
questions that they can answer on their mobile
devices to win products as well as tickets to
football matches, concerts and other events of
interviewees as well as Nintendo products
55
 Other Events & Shows

•  Latin Grammys & Sporting

events
–  Wii Turn On Your World Play
of the Game
•  A highlight or play that is
sponsored by Nintendo
Wii
–  Wii Turn On Your World
award Artist
•  Awards sponsored by
Nintendo Wii to highlight
an artist that has turned
your world in the last year.
Someone who is fresh and
innovative
56
 Incentives for Celebrities
•  Nintendo products such as Wii
limited edition console with special
features
•  Rider for celebrities who are at the
event already
•  Sponsoring celebrity causes and
charities
•  If there is a natural disaster that
takes place during the time of the
promotion, Univision/Nintendo Wii
can co-sponsor partial sales of Wii
towards disaster relief agencies

57
Television Commercial/Print Ad

58
 Television Commercial/Print Ad
•  Advertising - Support
–  Non-traditional
–  Out of Home
–  Social Media

•  Univision Integration
–  Telenovelas/Soap Opera/Series
–  Comedy/Variety Programming
–  Talk/Reality Shows
–  Other Events

59
Social Media

60
 Facebook & Twitter
•  Tease/advertising/promotions
–  (Read Wii Turn On Your World Video
Contest)
–  Participants can use social media to
tweet, share and comment on videos,
vote and create buzz and awareness
–  Fans can access social media on their
mobile devices
–  Fans can follow the campaign and
watch streams of major events
–  Fans can search for information about
Univision/Nintendo Wii
–  Many other features can be added to
the page to further enhance fan
experiences
–  Page traffic can be measured when
various initiatives are launched

61
 Advertising & Promotional Rationale
•  Univision Integration’s goal is to increase sales
of the Wii console within the Hispanic
community by showing the console in multiple
shows and platforms
•  Expand usage of Wii console for multiple
activities and times throughout the day for the
Hispanic consumer through demonstration and
sampling
•  Build awareness of the Wii console amongst
Hispanic audiences ages 18-34 by targeting them
with Wii products they would be interested in
such as Wii Fit, Super Mario and multiple-player
games
•  Integrating brand into programs will engage the
consumer by displaying the Nintendo Wii on
Univision programming
•  Utilize Spanish-language media to reach target
consumer by using consumer-generated
commercials
•  Engaging the consumer through ambient and
non-traditional mediums 62
Campaign Evaluation

63
 Success Metrics

•  Univision’s website traffic

•  Customer participation in contests, events, and TV
shows
•  Social Media: People who “Like” the new Facebook
page, Twitter followers and tweets
•  Increased awareness of the Nintendo Wii console
among the Hispanic community
•  Potential to positively impact sales

64
Budget

65
 Budget

•  Support - $1,975,000 (est)

–  Wii Controller Bus Strap - $500,000
–  Traveling Wii Instillation - $1,264,000
–  Wii Turn On Your World Video Contest - $11,000
–  Wii Turn On Your World Launch - $200,000
•  Univision Integration - $4,994,436
–  Telenovelas/Soap Opera/Series
–  Comedy/Variety Programming
–  Talk/Reality Shows
–  Other Events/Shows

66
 Jul Aug Sep Oct Nov Dec
Media $ CPP TRP 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19

Univision
Integration
Univision :30s
Daytime Q3 $420,224 $13,132 32 10 10 12
Prime Q3 $1,843,378 $54,217 34 10 10 14
Late night Q3 $190,470 $6,349 30 10 10 10
Daytime Q4 $391,710 $13,057 30 10 10 10
Prime Q4 $1,938,374 $57,011 34 10 10 14
Late night Q4 $185,280 $6,176 30 10 10 10
Television Total $4,969,436 190

Digital
Banners $25,000 $25,000 1

National Total $4,994,436 192 0 0 0 0 0 0 30 30 36 0 0 0 0 0 0 0 0 0 0 30 30 34 0 0 0 0

Support
San Antonio,
Houston, Dallas/
Fort Worth, Los
Angeles, San
Francisco & Bay
area, Chicago,
New York, Miami,
Pheonix,
Albequrqe

Ambient
Transit - Bus wraps $500,000 $50,000 10
Non-Traditional
Wii Travelling
Instalation $1,264,000 $126,400 10
OOH
Projection $200,000 $20,000 10
Social Media
Facebook $11,000 $11,000 1

Local Total $1,975,000 30 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Total Budget $6,969,436

 Rationale

Why should you advertise on

Univision?
REMEMBER….
•  Research shows, 93 percent of Hispanics are regularly
or occasionally playing video games.
•  46 percent of video game owners are Hispanic – the
highest concentration of any ethnic group.
•  Hispanics over index non-Hispanics at buying video
games at 110.
Source: U.S. Hispanic Entertainment and Consumer Electronics Usage, 2005

68
 Rationale

Why should you advertise on

Univision?
•  Univision Communications Inc. is the premier
Spanish-language media company in the United
States.
•  The Univision Network is the most-watched Spanish-
language broadcast television network in the U.S.
reaching 95% of U.S. Hispanic Households

69
Appendix

70
In-Depth Interview- Jaime Gomez

•  Age: 25
•  Occupation: Manager at
ABOC
•  Race: Latino
•  Marital Status: Single
•  Family Country of Origin:
Mexico
•  Avid Gamer
•  Fluent in Spanish
•  Children: None

71
 In-Depth Interview – Jaime Gomez

•  Gomez owns five gaming consoles/devices: Playstation PSP,

PS2, PS3; Nintendo DS and GameCube.
•  Gomez purchased these systems because of variety in games.
For example, he purchased the Sony consoles for Final
Fantasy games, the GameCube for Zelda games, and the
Nintendo DS for Pokémon.
•  Gomez plays video games on an average of five hours per
week, mostly by himself.
•  Gomez is fluent in Spanish and speaks it mostly at work.
•  He does not have cable, so he is not able to watch Spanish-
language only television. However, in the past, he did watch
Spanish-language television programming because the shows
“had more drama,” which kept his interest.
72
 In-Depth Interview – Jaime Gomez

•  Gomez prefers to get his information from non-traditional

communications channels such as mobile applications and social
media. He also turns to the web more often than television or
newspapers.
•  He likes CNN.com, receives text alerts from CNN, Google,
Wikipedia, and any other websites.
•  Gomez is more likely to purchase a product based on that company’s
support of his lifestyle. “If they (the products or services) are
advertised by GLBT friendly corporation, it’s got me convinced.”
•  He said Spanish-language advertisements are interesting, but they
work the same as English-language ads. However, the Spanish ads
do remind him of his grandparents who used to give him advice and
also make his purchasing decisions. So they do resonate with him.

73
 In-Depth Interview – Jaime Gomez

•  Gomez said being able to access Spanish-language television

via a gaming console would not affect his usage behavior. It
would stay the same.
•  He has entered contests and sweepstakes before, and he said
that the ones which give away electronics or concert tickets.
Gomez said he prefers those prizes better than cash.

74
In-Depth Interview – Ellis Suazo

•  Age: 25
•  Occupation: Engineer
•  Race: Latino/African
American
•  Marital Status: Single
•  Family Country of Origin:
Honduras
•  Avid Gamer
•  Bilingual
•  Children: daughter, 7

75
 In-Depth Interview-Ellis Suazo
•  Suazo was born in the United States and currently lives in Chicago.
•  Suazo father is Hispanic (Honduras), his mother is African American. He
considers himself bilingual, but only speaks Spanish when he is with
family.
•  He prefers English language television in all settings. The Hispanic
programming is not entertaining to him because he grew up in the U.S.
However, as a child, he was able to stay connected to his Hispanic roots
with food and soccer with influences from his father.
•  As Suazo got older, he gravitated more toward the U.S. way of living in
order to survive the American way.
•  He only watches Spanish-language television for major sporting events
such as the World Cup.

76
 In-Depth Interview-Ellis Suazo
•  Suazo frequents these websites to get information about Hispanic Sports
–  FIFA.com
–  ESPN De Portes
–  ESPN3.com
•  Suazo uses the internet, mainly CNN.com and Yahoo.com for news and
information.
•  Suazo said he does not pay attention to the banner or button ads online, or
television commercials unless they are video game related.
•  He plays video games everyday for about three hours and he plays online
with his friends with his XBOX360.
•  Suazo prefers the XBOX360 because the games are more gear to adults (e.g.
Madden, Halo, Call of Duty, etc.)
•  He does like the Wii because it is a “fun system.”
•  Suazo connects with Super Mario Brothers because of his childhood. He had
an Atari Super Nintendo as a child.
77
 In-Depth Interview-Ellis Suazo
•  Suazo has had the XBOX360 for six years.
•  He is seeking an upgrade and a new console and likes the Wii as a potential
future purchase.
•  Since his daughter does not live with him, he has not been pressed to
purchase the Wii. However, she does have the system with her mother,
whom she lives with and he purchases Wii games for her console.
•  He has not purchased the new Kinect add-on feature for his XBOX360
because he says the graphics “suck.”
•  Suazo said he really enjoys playing the XBOX360 because he gets to
interact with his friends who live in other states. This is a way for them to
stay connected. He plays with African American and Hispanic friends.
•  Suazo rarely plays his console by himself. He focuses on the online
experiences, which are fresh and more entertaining than a story board.
•  He uses the Twitter, Facebook, and Netflix applications on his current
console and said this must be a standard when he purchases a new system.
78
 In-Depth Interview-Ellis Suazo

•  Suazo said he would buy games marketed to Hispanics with a

lead character who is of that culture. He cautioned that the
character must not be stereotype. He said just as he wants
African Americans to be portrayed correctly, he wants the
same for Hispanics.
•  He mentioned the game “Gears of War,” which had a Hispanic
lead. The character’s name was not “Jose” or “Julio” either.
His name was “Dominic” which made the game even more
appealing to him.
•  Suazo said he regularly enters XBOX 360 sweepstakes. There
is also a continuity-like program where the gamer is able to
collect points and store them for prizes (e.g. games, tablets,
etc.)
79
In-Depth Interview – Ricardo Torres

•  Age: 24
•  Occupation: Student
•  Marital Status: Single
•  Race: Latino
•  Family Country of origin:
Cuba & Puerto Rico
•  Avid Gamer
•  Non-fluent speaker of
Spanish
•  Children: none

80
 In-Depth Interview – Ricardo Torres

•  Torres does not own a video game console, but often plays video games
with his friends at their homes. He plans to buy the XBOX360 when he
graduates from graduate school and is employed.
•  He has played Nintendo games before (e.g. Nintendo, Super Nintendo,
Nintendo 64 and Wii). He mainly played Nintendo games as a child.
•  Today, he prefers XBOX360 because of the games such as the Madden
series, the Call of Duty series, and Assassin's Creed.
•  Torres “almost never” watches Spanish-language television because he said
he was raised watching English-language television and is not familiar with
Spanish-language television.
•  Torres said if there was a show with a good plot on Spanish-language
television, then he would watch. He currently watches ESPN, History,
VH1, CNN, and the major networks.

81
 In-Depth Interview – Ricardo Torres

•  Torres does not own a video game console, but often plays video games
with his friends at their homes. He plans to buy the XBOX360 when he
graduates from graduate school and is employed.
•  He has played Nintendo games before (e.g. Nintendo, Super Nintendo,
Nintendo 64 and Wii). He mainly played Nintendo games as a child.
•  Today, he prefers XBOX360 because of the games such as the Madden
series, the Call of Duty series, and Assassin's Creed.
•  Torres “almost never” watches Spanish-language television because he said
he was raised watching English-language television and is not familiar with
Spanish-language television.
•  Torres said if there was a show with a good plot on Spanish-language
television, then he would watch. He currently watches ESPN, History,
VH1, CNN, and the major networks.

82
 In-Depth Interview – Ricardo Torres

•  When he needs information, Torres prefers the newspaper as is first

resource, then digital (e.g. social media and the web), with television being
his last.
•  When he was younger, Torres’ parents made purchasing decisions for him.
Today, he does pay attention to advertisements (e.g. television, online or
print) for video games such as Assassin's Creed because they are “Cool.”
•  Torres said accessing a Spanish-language television station on his gaming
console would not have any effect on him and still would not make him
feel any different about the channel. He still prefers English-language
television.
•  He’s participated in contests before in school. The prizes were what
influenced him to participate.

83
In-Depth Interview – Hector Grimaldo

•  Age: 26
•  Occupation: Receptionist at
Bally’s
•  Marital Status: Single
•  Race: American-Latino
•  Family Country of origin:
Mexico
•  Fluent speaker of Spanish
•  Children: none
 In-Depth Interview – Hector Grimaldo

•  Hector born and raised in the U.S (his mum is from Mexico)
•  He is independent and lives by himself
•  Talk Spanish at work and with family
•  Prefer English-language TV unless he is at his mum house
•  He watches channel 32 (FOX), 5, 7, 60 and he gets informed through CNN, FOX, and
yahoo.com
•  The reason that he doesn’t watch Spanish-language TV is because it has a lot of soap-operas,
talk-show and game shows
•  He doesn’t like soccer too much but he likes NBA
•  Commercials are influencing his behavior (e.g. smart-phone purchase) but not Spanish-language
ads (he recalled: KIA and Doritos ads)
•  He doesn’t influenced by celebrity endorsements
•  Hector owns a Playstation2 (old version) and plays Xbox at his friends house. He likes to play
fighting and shooting games.
•  His mum owns a Wii/Plays with her when he visit her
–  She uses the Wii Fit
–  They play together: Wii sports, Wii resorts, baseball, tennis
•  He plans to buy a PS3 but not soon

85
 In-Depth Interview – Yazmin Rivas

•  Age: 28
•  Occupation: : Sales & Customer
Service at Chase Bank
•  Marital Status: Single
•  Race: American-Latino
•  Family Country of origin:
Mexico
•  Fluent speaker of Spanish
•  Children: none
 In-Depth Interview – Yazmin Rivas

•  Born in Mexico and raised in the U.S (Her dad is from Mexico)
•  Spent summers and Christmas in Mexico with her family
•  Her parents live in Indiana. She lives with her sister in Chicago.
•  Speaks Spanish with customers at her work and with her parents
•  She watches Univision, Fashion TV, and HBO channels
–  Univision: She watches soap-operas M-F and sometimes she watches movies and entertainment shows
•  She get informed through Google, USA Today, and rtve.es
•  She recalled Chase and Macy’s commercials
•  Influenced by Spanish and English commercials (no difference)
•  She doesn’t own a video game console (her brother [24 years old] owns a Wii, he
bought it for his son)
•  She uses the Wii console to play with her nephew, her brother and her family when
they get together / she is not much into games
–  They play Just Dance, Wii Sports Resort, Mario Bro
•  Never tried the Wii Fit
•  She has Zumba and Dancing dvd’s to ‘exercise/learn’
•  She doesn’t influence by celebrity endorsements
 Insights from Hispanic Marketing Professionals

•  Paul Kelley – Vice President of Sales and Operations

at ShopNBC
–  Co-founder of QVC
–  Former Rutgers University professor
–  20 years of Public Relations and Communications
experience
•  Joe Farago – Emergency Communications Specialist
and Homeland Security Professor at Idaho State
University
–  40 years of Public Relations and Communications
experience

88
 Insights from Hispanic Marketing Professionals

•  From previous experiences with a failed launch QVC Shopping Network

Espanol, Kelley found that marketers cannot translate messages to Hispanic
audiences linguistically, but must be translated culturally.
•  Kelley said this issue is a huge problem because there is no single Hispanic
audience in the United States. They all vary by country (e.g. Puerto Rico,
Cuba, etc.)
•  Each one of these “Hispanic” audiences is quite different than the other.
Therefore, it becomes impossible to market to the masses.
•  Marketing for QVC Espanol became extremely expensive to niche target
market to each group.
•  Marketers only found four common elements among the Hispanic culture:
–  Family
–  Catholicism
–  Language
–  Soccer

89
 Insights from Hispanic Marketing Professionals

•  Today, any Hispanic-language television project must be anchored in

Univision or Telemundo because if they are not, they don’t have the
infrastructure or the financial structure to support it., Kelley said.
•  In order to purchase items from HSN (TV or online), the consumer needs a
credit card, which most Hispanics do not have.
–  Because they have not established lines of credit
–  No social security numbers
–  Paranoid to use credit cards because of tracing because of illegal
citizenship
•  Television usage: Hispanics are more likely to watch CNN, than Univision
because they are more Americanized now according to Farago.
•  Hispanic radio is better reach for the Hispanic population and has a greater
reach, than a Univision or a Telemundo.
•  Word of mouth is a very popular medium among the Hispanic culture.
They still have a strong oral tradition, willing to share information both
agreed.
90
Survey Results

91
 Question 1
Latino Insights

Which of the following best describes your family's origin? (Parents/Grandparents)

Answer Options Response Percent Response Count

Argentina 0.0% 0
Bolivia 0.0% 0
Chile 5.8% 3
Colombia 5.8% 3
Costa Rica 0.0% 0
Cuba 0.0% 0
Dominica Republic 0.0% 0
Ecuador 0.0% 0
El Salvador 1.9% 1
Guatemala 0.0% 0
Hondura 1.9% 1
Mexico 30.8% 16
Nicaragua 1.9% 1
Panama 1.9% 1
Paraguay 0.0% 0
Peru 1.9% 1
Puerto Rico 11.5% 6
Spain 1.9% 1
Uruguay 0.0% 0
Venezuela 1.9% 1
None of the above 32.7% 17
answered question 52
skipped question 0
 Question 2
Latino Insights

Were you born in the U.S?

Answer Options Response Percent Response Count

Yes 58.8% 20
No 41.2% 14
answered question 34
skipped question 18

Question 3
Latino Insights

What is your age?

Answer Options Response Percent Response Count

18-24 14.7% 5

25-34 67.6% 23

35-44 5.9% 2

44+ 11.8% 4

answered question 34
skipped question 18
 Question 4
Latino Insights

What is your gender?

Answer Options Response Percent Response Count

Male 29.4% 10
Female 70.6% 24
answered question 34
skipped question 18

Question 5
Latino Insights

Do you ever use a game console (e.g an Xbox, a Playstation or a Wii) to play games whether or not you personally have one?

Answer Options Response Percent Response Count

Yes 73.5% 25

No 26.5% 9

answered question 34
skipped question 18
 Question 6
Latino Insights

Have you used any spanish-language medium in the last six months? (e.g. TV networks, websites, radio)

Answer Options Response Percent Response Count

Yes 76.0% 19
No 24.0% 6
answered question 25
skipped question 27

Question 7
Latino Insights

Which video game console(s) do you own? (Select all that apply)

Answer Options Response Percent Response Count

Playstation (Any model) 47.8% 11

Xbox (Any model) 30.4% 7
Wii (Any model) 65.2% 15
None of the above 21.7% 5
Other (please specify) 8.7% 2
answered question 23
skipped question 29
 Question 7
Latino Insights

Which video game console(s) do you own? (Select all that apply)

Answer Options Response Percent Response Count

Playstation (Any model) 47.8% 11

Xbox (Any model) 30.4% 7
Wii (Any model) 65.2% 15
None of the above 21.7% 5
Other (please specify) 8.7% 2
answered question 23
skipped question 29

Latino Insights

70.0%

60.0%

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%
Playstation (Any model) Xbox (Any model) Wii (Any model) None of the above Other (please specify)
 Question 8
Latino Insights

Which is your preferred video game console and why?

Answer Options Response Count

17
answered question 17
skipped question 35
1.  Wii…because of Wii fit and rock band
2.  Xbox, better network, customer service and fun
3.  Wii is only. One I use..
4.  PS3 Netflix
5.  Wii – the level of interaction.
6.  Playstation for graphics mostly. And it's not as easy to hack when playing online games as an
X-Box with a Microsoft based system is.
7.  I don't own a game console. However, I do use a Wii when I visit my 9yr niece.
8.  SNES and GB/GBA/DS, because I love pixel graphics.
9.  Wii
10.  X-box, I like the game selection and its the one I'm most comfortable using.
11.  Ps3. For the quality of video & gaming it has.
12.  Xbox - because of xbox live being the first operational console multiplayer.
13.  Bowling. Family loves to bowl.
14.  I don't have a preferred console.
15.  Wii easy to play & can actually be productive.
16.  WWE is the best?
17.  Xbox because of the graphics and online play
 Question 9
Latino Insights

How often do you use a video game console?

Answer Options Response Percent Response Count

Several times a day 8.7% 2

About once a day 13.0% 3
3-5 days a week 13.0% 3
1-2 days a week 17.4% 4
Every few weeks, or less often 47.8% 11
answered question 23
skipped question 29

Question 10
Latino Insights

Which of the following best describes your video game playing habits?

Most of the Response

Answer Options Always Sometimes Rarely Never
times Count

Alone 4 6 5 1 4 20

Random online players 2 3 2 3 9 19

With friends 2 4 9 2 1 18

With other family members 6 5 7 3 1 22

With significant other 3 1 4 4 7 19

answered question 23
skipped question 29
 Question 11
Latino Insights

Who is the primary user of the video game console that you use?

Answer Options Response Percent Response Count

Myself 47.8% 11
Friends 21.7% 5
Mother 0.0% 0
Father 0.0% 0
Sister 0.0% 0
Brother 13.0% 3
Niece 4.3% 1
Nephew 0.0% 0
Other (please specify) 13.0% 3
answered question 23
skipped question 29
 Question 12
Latino Insights

For which purposes do you use your video game console? (Select all that apply)

Answer Options Response Percent Response Count

Gaming 52.2% 12
Workout 34.8% 8
Entertainment 87.0% 20
Productivity 4.3% 1
Education 13.0% 3
Other (please specify) 0.0% 0
answered question 23
skipped question 29

Latino Insights

100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Gaming Workout Entertainment Productivity Education Other (please
specify)
 Question 13
Latino Insights

What best describes the type of games that you play? (Select all that apply)

Answer Options Response Percent Response Count

Action 34.8% 8

Action Adventure 47.8% 11

Construction and Management Simulation 17.4% 4

Role Playing Games 30.4% 7

Strategy 26.1% 6

Racing 21.7% 5

Sports 39.1% 9

Music 26.1% 6

answered question 23
skipped question 29
 Question 14
Latino Insights

What time of the day would you most likely use your video game console? (Select all that apply)

Answer Options Response Percent Response Count

6 a.m - 10 a.m 8.7% 2

10 a.m - 2 p.m 8.7% 2
2 p.m - 6 p.m 21.7% 5
6 p.m - 10 p.m 52.2% 12
10 p.m - 2 a.m 34.8% 8
2 a.m - 6 a.m 4.3% 1
answered question 23
skipped question 29

Latino Insights

60.0%

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%
6 a.m - 10 a.m 10 a.m - 2 p.m 2 p.m - 6 p.m 6 p.m - 10 p.m 10 p.m - 2 a.m 2 a.m - 6 a.m
 Question 15
Latino Insights

Have you ever access the internet while using your video game console?

Answer Options Response Percent Response Count

Yes 65.2% 15
No 34.8% 8
answered question 23
skipped question 29

Question 16
Latino Insights

Which best describes the reason why you are using your video game console to access the internet? (Select all that apply)

Answer Options Response Percent Response Count

To check my emails 18.2% 2

To search the internet 18.2% 2

To play games with other online players 54.5% 6

To watch movies/TV shows on Netflix 63.6% 7

Other (please specify) 9.1% 1

answered question 11
skipped question 41
 Question 17
Latino Insights

Overall, would you say that playing video games has had a positive influence on you, a negative influence, or hasn't had any influence on you?

Answer Options Response Percent Response Count

Positive influence 27.8% 5

Negative influence 5.6% 1

No effect one way or the other 38.9% 7

Some positive, some negative/depends on game 27.8% 5

Don’t know 0.0% 0

answered question 18
skipped question 34

Question 18
Latino Insights

For the game you play most often, do you play the game alone, by yourself?

Answer Options Response Percent Response Count

Yes 50.0% 9

No 50.0% 9

answered question 18
skipped question 34
 Question 19
Latino Insights

Do you ever read or visit websites, reviews or discussion boards related to the video games you play?

Answer Options Response Percent Response Count

41.2% 7
Yes
58.8% 10
No

answered question 17

skipped question 35
 Question 20
Latino Insights

If the Wii console were a person what words would you use to describe its personality?

Answer Options Response Count

14
answered question 14
skipped question 38

1.  diverse, open and entertaining

2.  The pretty girl in class
3.  Kid
4.  boring
5.  Entertaining
6.  Jack of all trades. Knowledgeable. Versatile.
7.  friendly, fun, and easy
8.  Childish
9.  good
10.  That friend that's alright to hang out with when there's other friends around, but you cant stand
alone.
11.  Accessory-oriented
12.  A little kid: bouncy, sporty, hyper.
13.  Diverse
14.  unique
 Question 21
Latino Insights

Have you ever participated in a sweepstakes?

Answer Options Response Percent Response Count

No 72.2% 13

Yes 27.8% 5

answered question 18
skipped question 34

Question 22
Latino Insights

Have you ever participated in a promotional contest? (e.g. best recipe contest, best picture contest)

Answer Options Response Percent Response Count

No 88.9% 16

Yes 11.1% 2

answered question 18
skipped question 34
 Question 23

Latino Insights

Please indicate how strongly you agree or disagree with the following statements about advertising.

Neither agree Strongly Response

Answer Options Strongly Agree Agree Disagree
nor disagree disagree Count

7 4 4 1 1 17
Expect advertising to be entertaining

3 8 3 2 1 17
Remember advertised products when shopping

2 4 7 1 2 16
Enjoy watching advertisements

3 3 5 3 2 16
Advertising helps me to choose products to buy for
myself or my children (if applicable)

5 3 3 4 1 16
More inclined to buy from a company that sponsors
events in my community

answered question 17

skipped question 35
 Question 24
Latino Insights

With which of the two images you can relate the most?

Answer Options Response Percent Response Count

Image 1 22.2% 4
Image 2 38.9% 7
Image 1 and image 2 are the same to me 11.1% 2
Neither image 1 nor image 2 are related to me 27.8% 5
Don't know 0.0% 0
answered question 18
skipped question 34

Image 1 Image 2
 Question 25
Latino Insights

Are celebrity endorsements important to you?

Answer Options Response Percent Response Count

Yes 22.2% 4
No 72.2% 13
Don't know 5.6% 1
answered question 18
skipped question 34

Question 26
Latino Insights

Does it matter to you if celebrity endorsements are hispanic or non-hispanic?

Answer Options Response Percent Response Count

Prefer Hispanic celebrity endorsements 27.8% 5

Prefer non-Hispanic celebrity endorsements 0.0% 0
Doesn't matter 72.2% 13
Don't know 0.0% 0
answered question 18
skipped question 34
 Question 27
Latino Insights

If you were to select a celebrity/signer who could represent a video game console, who would it be?

Answer Options Response Count

13
answered question 13
skipped question 39

1.  Penelope cruz

2.  ellen degeneres
3.  Ricky martin
4.  no one
5.  Billy Crystal
6.  Oscar De La Hoya
7.  Mr. T
8.  jenny rivera
9.  Kirk hammett
10.  I'd like to see a dancer representing the new console dance games - Shakira or Fergie
dancing for Xbox Dance Central.
11.  Densel Washington/Bon Jovi
12.  Ronaldo
13.  Channing Tatum
111
 References
•  Simmons NCS/NHCS Spring 2006; Global Insight 2005 Hispanic Market Monitor; R.L Polk & Co. New Vehicle Registration
(Includes Leases), 2QTR.
•  2006 CYTD (Base A18+ used for Movie Attendance, Regular Cola, Perfume/Cologne, Cell Phone, Non-Alcoholic Beverages,
International Travel , & Video
games) (Base of HHLD for QSR, Food in the home, & Non-Alcoholic Beverages), Open Mind Strategy, Univision
Connection Research, Nov & Dec 2006;
•  Scarborough USA 2006, Media Audit 9/13/2005, Hispanic’s Growing Importance to Automarket and Aftermarket
•  Simmons NCS/NHCS Spring 2006; Global Insight 2005 Hispanic Market Monitor; R.L Polk & Co. New Vehicle Registration
(Includes Leases), 2QTR.
2006 CYTD (Base A18+ used for Movie Attendance, Regular Cola, Perfume/Cologne, Cell Phone, Non-Alcoholic Beverages,
International Travel , & Video
games) (Base of HHLD for QSR, Food in the home, & Non-Alcoholic Beverages), Open Mind Strategy, Univision
Connection Research, Nov & Dec 2006;
•  Scarborough USA 2006, Media Audit 9/13/2005, Hispanic’s Growing Importance to Automarkeet and Aftermarket
•  NPM scaled installed counts during October 2008
•  Simultaneous Media Usage Survey (SIMM10) - JUL 07, © BIG Research, 2007
•  Vorhuas, Mike (2010). GAME CHANGER. Advertising Age, 57 (23), 1 Retrieved from EBSCOHost
•  Bulik, B. (2010). HOW THE 'MOVE' VIDEO CONSOLES STACK UP. Advertising Age, 81(32), 4. Retrieved from
EBSCOHost
•  Daisuke Wakabayashi. (2010, October 29). Digital Media: Nintendo Bets on Social Play --- Game Giant Reports 43% Drop
in DS Handheld Sales as It Prepares Revamp. Wall Street Journal (Eastern Edition), p. B.6. Retrieved January 22, 2011,
from Wall Street Journal. (Document ID: 2175010301).
•  MRI Media Mark Report Fall 2009 Product: Electronics (Video Game Systems)
•  2010 U.S. Census
•  ProAce Technology Services Inc. (Facebook Application Implementation)

112