The Funnyness Theory – an initiative to create change

Here’s a funny campaign integrating guerilla marketing stunts with “how did we do it”-videos and even a “coming soon” video, that will be followed up by the shooting from the third guerrilla stunt. I can imagine quite a buzz was generated by the people actually trying the piano stairs in the first video.

Publishing these how did we do it-videos and the audience reactions is a smart way to get more bang for the buck.

The clips promote the site Rolighetsteorin (The Funnyness Theory), an initiative by Volkswagen that aims to make things funnier to create change.

The Piano Stairs – making it funnier to use the stairs

The Worlds Deepest Trash Can – making it more fun to throw trash where it should be thrown

The Empty Bottle Game – making it more fun to recycle – coming soon

My previous employer GoViral is behind the seeding of these campaign clips.

Kristofer Mencák has a M.Sc. in Business Administration from Stockholm School of Economics. He is a consultant, author and lecturer on social media, viral marketing and word of mouth. He has also recently been travelling the world teaching the dance kizomba.

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