Not The Electric Kool Aid Acid Test

Undoubtedly, the Merry Pranksters would have been distressed by this development.

The folks at the Sallie Mae Fund say they will be sending a bus loaded with financial aid information to seventy-eight cities. Counselors will be holding seminars for high school students and their parents about how they might pay for college. Simultaneous Spanish-language translation will be offered and I hope it will be less pocho than the slogan on the side of the bus "En Camino La Gira de Como Pagar la Universidad."

Today, though, I don't have time to pick apart their imperfect Spanish. But, I do want to point out that we are looking at a full-fledged trend in Hispanic marketing - the mobile marketing tour. This is more than outdoor advertising. This is literally taking the medium and the message to the front door of the Latino market and trying to create (as marketers like to say) a memorable experience. 

The stream of clients such as J&J now engaging in this form of marketing will, I believe, soon turn into a flood.