Our favourite viral this week (and it seems nearly 2.5m other people’s too) has to be the piano stairway. If people choose the healthy option of taking the stairs over the escalator, they are rewarded with being able to make music (this nostalgically reminds us of that classic scene in Big). The viral is part of Volkswagon’s The Fun Theory campaign, a series of experiments to find out if people’s behaviour can be improved if an element of fun is added to a mundane or effortful task (answer: yes, 66% would take the piano stairs over the escalator). The experiments also include a rubbish bin with sound effects and a yet to be unveiled bottle bank arcade game to make recycling fun. Consumers are invited to submit ideas too and compete for the Fun Theory Award. We like the idea of giant shredders to encourage people to recycle their newspapers and washing up liquid with rainbow froth as an incentive for children.

Thanks to dear, dear Ellie for this story. Miss you already.

References: Creativity, Utalkmarketing.com, Freep

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