Volkswagen’s Fun Theoryadmin_rad
Recently, I stumbled across a video (thanks to Facebook) that tested “the fun theory.” The video shows the everyday use of an escalator compared to the use of a stagnate staircase located right next to the escalator. It’s very apparent that more people chose to use the escalator in their daily paths. However, the idea was to test the theory that if an ordinary staircase was turned into something more fun people just might choose to take the stairs over the escalator.
Overnight, workers gathered materials and morphed the normal staircase into a piano staircase that, not only looked like a piano, but actually played music. The result was 66% more people than normal chose the fun piano stairs over the escalator.
The video is from a contest that Volkswagen is currently running to test the theory “that fun is the easiest way to change people’s behavior for the better.” In this case by using the staircase, 66% more people than normal are getting added exercise.
This contest is the perfect example of a PR stunt. Volkswagen is getting their name out to the public solely through viral buzz. The contest deadline is November 15 and contestants must come up with their own ideas that will change people’s behavior for the better whether that’s through themselves, the environment or some other entity…all in the name of promoting Volkswagen. Now that is great PR!
What’s even more incredible is the subtle, or maybe not so subtle, tie that the fun theory can be a part of your everyday life…if you drive a Volkswagen. Companies are looking for ways to expand their presence in an authentic way and to Volkswagen’s credit, this fits their brand and image perfectly. Nicely done.