I love an effective public relations stunt (especially with great photos) and at first glance, the story of the VW Touareg towing a Jumbo 747 is a good one. Great coverage in The Sun for example – and bound to get people talking. But the blogosphere isn’t so kind – reported straight by autoblog, (which is top of a Google news search for the story) then the postings begin to question the premise of the stunt (ie basic physics) and then slate the vehicle itself. The mainstream offline buzz is probably worth any limited online whinging, but PRs can’t ignore the fact that whether the blogosphere loves or hates a stunt determines whether it spreads. Disappointing that there is no video on YouTube – I can’t believe VW haven’t got that one covered.
I’ll be interested to see what the experts at the first UK Word of Mouth communications conference in London on 1 December think about the offline vs online challenge – maybe see you there?