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Guerrilla Marketing: Speed Camera Lottery

To reward citizens for following roadway speed limits, the Swedish National Society for Road Safety has added a new, fun twist on the traditional speed capturing camera. Taken from the winning Volkswagen Fun Theory Award created by Kevin Richardson, Stockholm drivers can now look forward to winning cash prizes for staying within city speed limits. The lottery money distributed is generated from the revenue created by the speeders who are also captured on the same cameras. As a result, driving speeds were reduced 22% over a 3 day period. [via PSFK & The Fun Theory]

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