Education entertainment or edutainment is an experience designed to help brands connect with knowledge-hungry consumers. From DIY workshops and product trials to in-store lessons, this tactic of cultivating a deeper connection with the consumer could help occupy those down hours in-between flights with a worthwhile activity that’s enhanced to their skill set.
One brand putting this retail strategy into full swing is Puma’s Creative Factory – an online personalization hub – accompanied by a new iPad app. With interactive swatch and design installations, visitors are encouraged to unleash their creativity and create their own trainers.