Latino Marketers and Agencies Set Out to Explore Virtual Worlds.

(AdAge.com) — 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 café, host concerts, and exhibit art and photography from Latin American artists, part of Vidal’s goal to make El Dorado a place where visitors can indulge in all aspects of Latino culture, from film and theater to literature and food.

By Laura Martinez Ruiz-Velasco
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Courtesy of Advertising Age.