The fun theory, a Wolkswagen's campaign, is a virtual platform based on the idea that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for oneself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better. The site is based on crowdsourcing. It started as competition with a financial award in order to attract the best entries for the most ingeniously "fun" takes on otherwise boring but important tasks, such as exercising and recycling.
The top video, Piano Stairs, has achieved over 1 million views on YouTube. Among the experiments: does turning a set of subway stairs into a real-life piano encourage 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. An upcoming experiment, meanwhile, will turn a bottle recycling center into an arcade game.