This little piece of brilliance comes courtesy of Daniel Pink’s blog. It’s a terrific reminder about how changing the user experience can drive consumer behavior. And it’s also a great reminder that we need to incorporate fun in to as many of our projects as we possibly can. I’m sure I’m not the only person who thought of the movie BIG when they first saw this. That movie’s central theme was the importance of experiences and it’s safe to say we would have a lot more interesting advertising work going on if more people remembered that lesson.
The first time I saw this video I also thought that it was a great branding opportunity for a sponsor. Sure enough, the experience is brought to you by Volkswagen. But they did it right. There aren’t pictures of their new models lining the staircase. Instead, the viewer is directed to thefuntheory.com, a website illustrating VW’s different initiatives to improve user experiences. Even smarter, they’ve included a component allowing users to upload their own ideas and win a prize. They’re not just rolling out a campaign, they’re building a community.
Now how can I get these stairs installed at the Atlantic Avenue subway station?