The Fun Theory, a website sponsored by Volkswagen, aims to change people’s behavior by making an ordinarily mundane activity more fun. Seems pretty simple, right? Once some of the technology components are worked out, it’s amazing to see how, in fact, something so simple (and fun) can make a difference.

These days, everyone can recognize and understand the potential of a viral video. In this case, the Volkswagen brand is not predominately featured in each video (they aren’t driving VWs or wearing branded apparel). Instead, a small logo at the end is really the only thing that associates the car company with the idea and concept of the Fun Theory. In my opinion, this is rather admirable of them considering the level of branding in many of today’s YouTube videos, TV shows, and movies. If there’s a lesson to be learned from this campaign, it’s that some of the most successful marketing is often the simplest, and most importantly, the most fun.