Color Me Skeptical

Several friends have recently linked me to The Fun Theory, an initiative by Volkswagen that postulates that people will do things that are good for themselves and for the environment if those things are fun.

Here's an example, aimed at getting people to recycle glass bottles:



I have no problem with the theory--surely we'd all rather do something that's fun than not, but I have to question the net gain and sustainability of the project. First, how much energy and material is required to turn recycling bottles into an arcade game? Doesn't it at least diminish the return on recycled materials? Would it be cost prohibitive for cities to roll out? And, if cities did invest in fun theory solutions, would it maintain the same efficacy over time? I tend to doubt it. Surely part of the appeal must be a the novelty effect, which drops off severely over time.

The whole thing makes for amusing YouTube videos, but I think it's a long way off from actually perpetuating social good.