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The Fun Theory Initiative by Volkswagen – Piano Stairs Video

Activism > Training | Effective Living > Life Mobility

20091031sa-volkswagen-the-fun-theory-initiativeSummaryThe Fun Theory, at TheFunTheory.org, is an initiative of Volkswagen that demonstrates how the enjoyability factor is an essential element in designing products that will inspire and motivate people to use them.

InnovationVolkswagen is to the automobile industry what Apple is to the world of computers and gadgets. Volkswagen vehicles include innovative design elements that are of little or no benefit other than making their cars more fun and enjoyable. For example, the VW Beetle includes a flower vase (pictured below) to bring color and and additional beauty to the inside of the car.

20091101su-vw-flower-vase-captain-oblivious-flickr-photostreamInspirational Marketing. The Fun Theory campaign itself is an example of innovation, creativity, and fun with marketing. It is similar to the funny eTrade baby commercials, where a business will create a non-traditional advertising campaign that entertains or inspires while also spreading brand awareness and affinity. The Fun Theory campaign has the grass roots social action elements of the music video, If Today Was Your Last Day by Nickelback. The campaign proves that, with a little creativity, people can be inspired to do good.

Videos. Below are some of the videos demonstrating The Fun Theory principle. The cost of advertising to reach a targeted captive audience of millions would be very expensive. However, like the eTrade funny baby commercials, these videos have had millions of views on YouTube alone.

By Greg Johnson

Greg Johnson is a freelance writer and tech consultant in Iowa City. He is also the founder and Director of the ResourcesForLife.com website. Learn more at AboutGregJohnson.com