Are research results more important or time spent with a brand?

Burger King travels over 20,000 miles to find people who have never heard of the WHOPPER and perform the world's purest taste test.

This is another example of using content to occupy the consumer's share of mind.

As this ethically needs to be an unbiased research - the results needs to be displayed as they come. What would happen if BK found that these people liked Big Macs more than the Whopper?
Does it really matter what the result is? Does what matter more is the fact that BK were able to use interesting content to attract consumers to spend time with brand? I think so....

Amazing Race style content for Dodge Ram Brand Experience

This is the brand experience to launch the new Dodge Ram. Needless to say a lot of money was spent on it and it's very Redneck! However I'm sure this kind of thing would really connect with the target audience.

Even though it's obviously scripted to introduce the product features, the content is engaging enough to be tolerable. Also the fact that the KSPs are coming from a 'spokesperson' and not the brand makes it ever more believable.

This brand experience seeds the 'tough' proposition well within the marketspace.

http://www.ramchallenge.com/