A very nice initiative from Volkswagen –
of course a successful Viral positive publication initiative as well – and yet very charming.
Volkswagen tested some theories of how to make people co-operate on tasks which usually get lower support,
by making them fun for the participates.
Here is a short example of how fun makes people prefer going through the harder way up 
httpv://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded
Gaming at work
Another interesting example of this idea is how fun at work improves the working day,
the worker contribution to the work place and productivity,
a couple of articles that I found interesting about this are:
Research proves online gaming at work is good for you – and for your boss
and
Does Gaming at Work Improve Productivity?
