Will it work?
Verizon and Jennifer Lopez team up to open 15 Viva Movil retail locations in Hispanic neighborhoods throughout the U.S. by the end of 2013. The mobile giant is placing a big bet on these niche shops by focusing on the elements of language, familiarity via crossover appeal, and custom shop design to market to Latinos.
"Targeting Hispanic-American consumers was the result of Verizon recognizing the importance of phones among Hispanic-Americans, according to Jeetendr Sehdev, the branding expert hired to spearhead the Viva Movil launch. Hispanic-Americans use their phones more than the general population and are more celebrity-focused, Mr. Sehdev said, thus making Ms. Lopez a natural fit."Read more on How Verizon Is Using J.Lo, Kids' Playgounds to Sell Smartphones to Hispanics.