It’s all about making boring daily routines a lot more entertaining. You submit your idea, they review it and if they like it, they will make it reality. Their latest idea was to make a speed camera which instead of punishing you with a fee for speeding over the limit, It will reward you with money for staying under the limit. The money that is rewarded comes from speeding tickets. The cars are picked by random for the reward.
This one was my personal favorite although was done a year ago. It was to encourage people to use stairs rather than the escalator. They actually embedded a different tune on each stair case. Not only did the kids love but so did everyone else.[Website]