Fur Laura

Idea

A viral video that racked up nearly seven million views online has turned out to be a PR stunt orchestrated by a German legal information company. In the video a man can be seen sawing his life’s possessions in half, over what seemed to be a bitter divorce dispute with his soon-to-be-ex-wife. Eagle-eyed viewers soon spotted these same items on eBay – providing compelling reason to believe the video was authentic

What We Like

IW was genuinely taken in by the hoax

Learnings

The bait & switch is an effective way of reaching your audience – however it’s also one of the easiest ways to irk them. If you’re employing this strategy, ensure you’ve got a persuasive motive for people to positively engage at both stages