Barrio Games Hit The U.S. Hispanic Market.

The Barrio Games, a novel way to target this mostly young and urban market is being launched as a pilot program in Los Angeles and Chicago.

Barrio Games, a two-day, all-day, inner-city, extreme sport, music and fashion event designed to give young people ages 12 to 22 a chance to compete for prizes and recognition before thousands of spectators. The activities include, skateboarding, bicycle flat-landing, basketball, urban fashion shows, DJ battles, rhyme bouts and break dancing.

The first of these massive events was held Aug. 10 and 11 before more than 30,000 people in a variety of venues throughout the Los Angeles area. The second set of The Barrio Games was scheduled for Aug. 24 and 25 at Chicagos Club PM and Burnhan Skate Park.

The Barrio Games are the joint brainchild of CFA and Zubi Advertising, agency of record for M&M\Mars Hispanic marketing. Executives from the two firms joined forces last year to look for ways to create and promote an event directly targeting bilingual urban youth.

“This is an extraordinary branding opportunity among a captive audience,” said Joe Castro, Executive Vice President of Zubi Advertising, “which we reinforced with a sweeping advertising and promotional campaign that included every kind of traditional and non-traditional media available to kids, including flyers, posters, radio and online promotions through www.barriogames.com.”