Volkswagen’s new campaign “The Fun Theory” is a series of experiments, captured on video, to find out if making the world more fun can improve people’s behavior. This series of viral achieved over millions of views on Youtube.
My favourite experiment is turning a set of subway stairs into a real-life piano encourages people to use them (answer: yes, 66% more). Another experiment asks whether making a trash can sound like a 50ft-deep well will make people pick up their trash. The other experiment turns a bottle recycling centre into an arcade game.
The brand placement is subtle with a simple VW logo dropped in at the end. And yet the content carries that logo all around the web, as tens of thousands of people pass around the video, along with their positive associations for the VW brand. Isn’t that the definition of a perfect brand campaign?