Benetton has an online interactivity quite unlike any other on the web today. Benettonplay is a gaming site that enhances the player’s sense of creative potential and allows them to share their creation with others. Created by Benetton’s very own design studio — Fabrika, these games are open rather than closed – “where the player brings their own creativity to the experience, rather than follow a pre-defined path”.
Filed under: Branding, Engagement, Experimental Marketing, Gaming, Innovation
