Microsoft has launched a campaign for its digital media player, Zune, targeting the Latino market. With agency Kinetix Integrated, Microsoft partnered with reggaeton stars, Wisin y Yandel, to launch a customized 30GB device with special packaging, content and device exterior. The group’s fan base was notified by e-mail blast.
The limited edition players are only sold at Wal-Mart stores in markets with high Latino population density and on WalMart.com. Kinetix CEO Paul Estevez said initial response to has been phenomenal. “Microsoft launching this campaign and a customized device speaks to the importance of the Latino market,” he said.