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Sony Electronics, hoping to widen its reach among the U.S. Hispanic market, has launched a five-month mobile tour through Southern California.
The tour, called La Experiencia Sony (the Sony Experience), will focus on education via immersion, writes MediaPost. It will make stops at independent retailers and events, and will allow people to try Sony products first-hand.
The tour will stop at 80 locations, reaching between 60,000 and 100,000 Hispanics by March, 2007. Sony hopes to drive increased sales through the Christmas retail season.
Sony also plans to launch a Spanish-language website later this year.
The Hispanic market has been a hot one to target recently, particularly teens. According to the Association of Hispanic Advertising Agencies, Hispanic media outlets are proliferating, the share of ad dollars directed toward the Hispanic consumer is growing, and there are an estimated 6.3 million Latino teens in the U.S.
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