NEW YORK (AdAge.com) — With the recent focus on Hispanic-targeted media and entertainment, one arena has remained largely untapped: video games. But that’s about to change as “Lucha Libre AAA 2011: Heroes del Ring,” a Mexican wrestling game from upstart publisher Slang, prepares to enter the ring next month.

“Heroes del Ring” is the largest video-game project to be conceived and created entirely in Latin America, and Slang is the first Mexican publisher of video games for the Xbox, PlayStation (PS3, Play Station Portable PSP), Wii and Nintendo DS consoles. Only 2% of characters in current video games are Hispanic, according to executives at the Vox Collective, the New York-based independent shop handling advertising for “Heroes,” so this launch is a “cultural milestone,” said Roberto Ramos, CEO and president of the Vox Collective.

Lucha libre is a centuries-old form of wrestling in Mexico characterized by fast-paced, high-flying moves and, of course, the colorful masks that define each luchador. “It’s wrestling meets Halloween, meets circus, meets day of the dead,” said Susan Jaramillo, chief creative officer and partner at the Vox Collective. Now, the question is, “Can Americans look past their campy perceptions of Mexican wrestling to see how scary it can really be?” said Ms. Jaramillo. continue reading “Lucha Libre Video Game Gets Ready to Tackle U.S. Market”

National Hispanic Heritage Month begins Sept. 15. As always during these special heritage months set aside to recognize the contribution various ethnic groups have made to American society, we will again be witness to brands scrambling to put something out to show their diverse target markets that they do in fact care about their communities, employ people that look like them, speak their language and eat their food.

While the intention is to do the right thing by these markets, few corporations capitalize fully on the opportunity these heritage months present: To make a brand statement that fully engages minority markets while continuing to intrigue mainstream audiences and broaden appeal overall.

What companies need to realize is that symbolic gestures not on par with their regular branding efforts are a direct reflection on the overall brand. Instead they usually feel more like an internally focused HR initiative rather than an external branding effort. continue reading “Culture: The New Stimulus”