The Fun Theory

VW launched a new PR campaign dubbed "The Fun Theory." The tagline is "Fun can obviously change behaviour for the better." VW's street crew is taking over parts of Sweden to prove that if they make mundane things more fun, like recycling bins making fun noises.


The most recent viral video transforms a subway staircase into piano, ala the movie Big. Sorry, I was not able to embed the video. SPOILER It works, 66% more people took the stairs.

http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded

The project is a great combination of community relations and guerilla marketing. But it is hard to tell what they are promoting. The image of fun and Volkswagon do not seem to resonate, and there is little product promotion for a video that is supposed circle the web and create a buzz about a product. When I searched for the site, I had difficulty finding the blog. It was not indexing high on Google. Perhaps, Volskwagon should stake more on SEO in their social media campaign. Maybe because it is for another country? Not sure. The small logo placement at the end of the video is not blatantly promoting the product, but it is not doing much to get VW in the front of people's minds while watching. It is creating a positive, environmentally friendly image of the company.

Here is The Fun Theory Blog
I found this campaign from an article on Mashable