Spokespersons for Volkswagen stated that the the Fun Theory project is aimed at funding projects that make simple tasks fun. This idea not new. It is commonly recognized that the best way to get someone to change their behavior is to make the behavior fun.
The experiments are being funded through a variety of channels and are live on
rolighetsteorin.se with English versions on thefuntheory.com A prize of 2500 Euros (currently around $2800) goes to the person who creates the winning experiment, Judges who decide on the winners will include a panel of behavioral science and environmental experts. Some of the funded projects to date have included on stair climbing, bottle recycling, obeying the speed limit, wearing a seatbelt, throwing garbage away into appropriate receptacles.
Find more information about the Fun Theory Project and footage of other funded experiments here.