I am sure some of you may have already heard of the “The Fun Theory” campaign by Volkswagen that just recently won the Cannes 2010 Cyber Grand Prix for a digitally led integrated campaign.
For those who have not heard of the campaign, The Fun Theory was all about generating interest in Volkswagen’s Blue Motion technologies that deliver the same great car performance with reduced environmental impact, and to do this, they found an insight around how “fun” could change human behavior for the better, and this formed The Fun Theory, a campaign that spawned over 700 user generated Fun Theory initiatives along with a number of big viral hits that generated over 20 million YouTube views, with one rushing past 12 million views alone!