From the UK, an interesting example of online marketing used to drive teens to a museum. Created by Preloaded, the site supports the opening of the LaunchPad gallery at London's Science Museum in November.
It consists of a series of advergames with the aim of teaching people of all ages about all matters relating to physics. More or less it's a "learning by doing" method.
The games are challenging to play, and this makes the experience fun and rather addictive. Plus there is also a "viral" side of the project: you can create your own physics-based challenges and share them with your friends.
Isn't this edutainment 2.0? ;-)