In this video, the fun theory is tested using a glass bottle recycling bank. The question posed: "Can we get more people to use the bottle bank by making it fun to do?"
The video shows that a traditional bottle bank converted into an arcade game was used 100 times, while a conventional bottle bank was used two times during the same period.
The videos are part of a marketing initiative created by Volkswagen Sweden and ad agency DDB Stockholm. The campaign extends to a Fun Theory award competition, in which entrants presented the idea or invention that best demonstrates the theory. Videos of the winner and runner-up inventions are posted on the The Fun Theory site.
The campaign asks, "What Happens When We Make Choices Fun?" and answers itself: "Fun can obviously change behavior for the better."