To engage, entertain, and educate consumers about SONY's latest 4K TV Golden Arm helped open a branded pop-up shop, or store within a store, inside the Sony branded environment at Best Buy. Employing expert insights into customer behavior, we helped Sony create an Attract Loop messaging strategy which included branded visuals, animations, compelling headlines, and video content. Once we had consumer attention, an educational video component offered up information and technical specs, before allowing customers to individually engage with the sets. By drawing Best Buy customers into the space and encouraging them to engage with the 4K TV’s, we helped Sony better understand what consumers are looking for in their televisions.