Online Exclusive: Hispanic Marketing News


Soccer Format Features Goat-Eating Monster as Goalie

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DETROIT ( -- Toyota Motor Sales USA this week launched its first interactive game on its Spanish-language Web site.
The mythical El Chupacabras is an elusive Big Foot-like character with a taste for goat meat. A cartoon Chupacabras stars in the new Toyota digital game.

"It's a great way to enhance our brand and reach the younger Hispanic market all the while gaining 'hand-raisers' information so we can keep communicating with our buyers," said Teri Hill, car advertising manager of Toyota Division. The new game is a good way to reach the automaker's prospects beyond TV and print, she added. "We feel that players will not only enjoy the game, but also spend more time exploring the entire site."

AOL, MSN and Univision
Toyota is promoting the game online with banner ads on high-traffic Spanish-language portals and Web sites, including AOL Latino, MSN Latino and Univision.

The carmaker's Hispanic agency, Publicis Groupe's Conill, Los Angeles, developed the game's concept and hired Web specialist Amauta Co., Los Angeles, to handle the technical side.

To play the "El Invicto" ("The Undefeated") soccer game and defend their Corolla, visitors to the site ( can pick one of three goalkeepers -- an Argentine soccer player, a caped wrestler in the Mexican lucha libre tradition, or El Chupacabras, a mythical Latin Big Foot-like creature that feeds on goats. The featured car, a silver Corolla, sits next to the goalie net.

Innovative Hispanic marketer
Toyota is one of the most innovative car makers in targeting the Hispanic market through online entertainment. Matrix Musica, a

The game also offers the opportunity to play goalie as a caped wrestler in the Mexican lucha libre tradition.
bilingual initiative to promote the Matrix model, offers free music downloads to visitors who register. After entering their e-mail address and postal code and indicating when they plan to buy their next car and whether they'd like more information from Toyota, visitors can listen to or download reggae, hip-hop, rock or other music. Links from Matrix Musica, as well as "The Undefeated," can be e-mailed to friends.

For the online game, once players choose a goalkeeper, they use their mouse to intercept the soccer ball. Each goal scored uses up one of the player's five lives. But if the ball hits the Corolla, the game ends immediately. "Remember that love for your Corolla comes first," the online instructions explain.

Players can send in their scores and the top 10 rankings will be posted on the game board.

'Love for Corolla'
Carlos Martinez, managing partner of Conill, said the game supports Corolla's Hispanic TV and print executions using the theme "El amor por el Corolla puede lograr cosas increibles" ("Love for Corolla can make incredible things happen"). One print ad shows a goalkeeper who defends his Corolla rather than the net.

Mr. Martinez cited data from auto researcher R.L. Polk & Co. that ranks the Corolla the best-selling U.S. passenger car among Hispanics. "A lot of young Hispanics are surfing the Net," he said. More than 35% of those Latinos have annual household incomes of more than $60,000. "That's definitely a target we want to talk to."


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