How effective is FUN in changing behaviour?

What exactly is the point of this?

The point is that FUN not only can, but does change peoples behaviour. From a promotional standpoint, publicizing this video made the cause unforgettable to all 13+ million viewers who have seen it to date. Why did it work? It was unexpected, likeable, and consistent with the brand. How could you use fun to engage your employees, customers, and collegues?

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