Fun = better behaviour

If stairs played musical notes when you walked on them, would you be more likely to take them?

The video of people skipping the escalator in favor of composing music on the piano stairs of Odenplan subway station in Stockholm, Sweden, has been viewed more than 2.5 million times on YouTube.

The video is part of a new viral marketing campaign called “The Fun Theory.” The concept, created by Volkswagen Sweden and ad agency DDB Stockholm, is based on the idea that “fun is the easiest way to change people’s behavior for the better.”