Volkswagon "Fun Theory"

Volkswagen might be one of the most innovative companies around with very interesting social media campaigns.  One genius idea was to place musical stairs in a train station. What I mean by musical stairs is the staircase has 100 stairs adjacent to an escalator that Volkswagon adhered piano looking keys onto each step.  Concept is so that when you step onto each stair/key it plays a note, and if you've completed the entire staircase you have completed a symphony.

My first impression was how impressive it was and the minds behind this musical innovation.  Then I tried to understand why Volkswagon might have done this and what was the sublimeinol message.  In my mind I thought that maybe it was Volkswagons belief in their "fun theory" campaign and enforcing how their vehicles save energy. Since Psychology interests me I also thought that maybe they were thinking that if individuals used the stairs,instead of an energy sucking escalator, that it would provoke behavior change that's fun and conserves energy.

While this campaign is creative, I am not so sure the average mind would peice together the original intent(put VW on your mind when making a car purchase) but it does set their brand apart from competitors. Even though it's a great campaign, unless I wanted to purchase a VW the musical stairs wouldn't seal the deal.