Sunday, 1 November 2009

Engagement through fun

There is nothing worse than being told to have fun. This is something that experiential marketers have to be particularly aware of; trying to foist branded fun on consumers almost always ends in failure.

A couple of months ago a giant bed was erected by a hotel chain in Covent Garden. Promotional staff were desperately trying to get people to come and bounce up and down on it, the overwhelming consumer response seemed to be no thanks.

Far better to create moments of fun that people discover for themselves.

Thefuntheory.com is a Volkswagen initiative exploring how behavioural change can be achieved simply by making something fun. They have created a few examples like the brilliant piano staircase below.



Another example of foisting unwanted moments of fun on people is this vending machine, which invites you to perform callanetics in order to choose your coffee.