We went to a talk the other week  on how the concept of ‘Play’ is integral to moving away from a persuasive form of marketing to a rewarding inclusive and interactive approach. Some key thoughts we took away were to look for ways to help people to ‘let go’ and get them to participate in something enjoyable (be it online or in the real world) with a relevant tie back to what your brand stands for.

The Fun Theory initiative from VW does exactly this, by inviting people to adopt a healthier and greener life by changing behaviour through ‘fun’.  With over 3.5m views in a week, the piano staircase video is doing a hell of a job to seed the idea and elevate the VW brand. Quite nice.