"The truth is not interesting, the conversation about the truth is"
Viggo Cavling, Editor in Chief of Swedish magazine Resumé, discusses a new theory of relativity for advertising and market communication (in Swedish only). "The truth is not interesting, the conversation about the truth is", he claims.
Blogs are not involved, but they could very well have been. His approach is blog-like.
The background is how Volvo decided to market their S40-model - a new car with an old name: a movie called The Mystery of Dalaro. Being used to car marketing where everyone claims to be the fastest, safest, cheapest or whatever, this stands out. You don't learn much about the car at all. "It's got a new design" or "They're a little bit more sporty now".
When the movie had been on the Web and in TV commercials for a while Carlos Soto, the director, claimed to have been lied to, and published a "correct" version. The result, according to Cavling: "Everyone talks about the new car with an old name". People turned to Volvo dealers to ask about Dalaro, people started chat-groups and revealed that one man in the movie lied about being a graphical designer. Sales took off and brand awareness increased.
Cavlings conclusion is that if you want to stimulate interest and curiousity, don't say that you know the truth. Say you're close to finding the truth, and people will listen.
No blogs were involved. But considering the distinctive features of blogs, among them conversation, it would be no surprise to see blogs used in campaigns of this kind.