This cool website is all about taking ordinary things, making them more fun, and using that to improve people's behavior. Can fun experiences get people to stop littering? To stop speeding? To recycle? To clean their rooms? In the anecdotal tests shown here, it looks pretty effective -- but how much of it is novelty? Will the effect persist after several months?
It would be easier to take all this seriously if it weren't an ad for Volkswagen.