Thanks Chris and Naomi Lawrence for making me aware of this:
Volkswagen has started this new program called “the fun theory” where they explore new ways to get people to do things which are good for them or good for the environment. For example, it is noted that more people opt to take escalators than stairs even though stairs are much more healthy. So in Sweden, a team was hired to transform a staircase (next to an escalator) into a piano so that when people took a step, a note was triggered that would make a sound. The result was astounding. By making it fun, a ton more people took the stairs versus the escalator.