Volkswagen test drives “The Fun Theory”

Why can’t things like being good to others or the environment be fun? A site created by Volkswagen (VW) called “The Fun Theory,” features viral videos that use witty experiments to see if making things more fun can change people’s behavior.

Ad agency DDB Stockholm helped VW put a “Bottle Bank Arcade Machine” on a Swedish sidewalk for one of the videos. They wanted to see how many people would bring glass bottles to play the game since they aren’t part of the nation’s bottle redemption program. The game is simple -- deposit a bottle below the corresponding light and gain points. It sounds like a childish idea, but the novelty worked. Small crowds gathered to watch players gain points and even have a few laughs. In one evening the machine was used 100 times while the traditional bottle machine in the same area was only used twice.

Other videos include nod to the movie Big to encourage people to use the stairs and park visitors discovering the world’s deepest trash can. Users can also interact with the site by submitting their own “Fun Theory” inventions or ideas. The contest is open until December and the winner gets a prize of €2500.

Does it matter that “The Fun Theory” is sponsored by a car company? According to the LA Times, the videos are part of a new push for VW’s eco-friendly BlueMotionTechnologies brand. They are certainly looking to place themselves in the green car market among headline grabbers like Chevy’s Volt and Toyota’s Prius. The interesting angle is the subtle way they are using “The Fun Theory.” Their logo appears at the end of every video and has modest placement on site. BlueMotionTechnologies is not mentioned or linked to as well. The campaign asks you to think first and pitches the product second, something ad hungry NBC Universal totally missed with its “Green Is Universal” site.