On the flip side if it had been in the first episode of Big Brother, first centre break with position then it would have been making a much better worthwhile statement.

You can bet this is part of a larger integrated campaign (e.g. including viral, PR, etc.), and that off- and online WoM generation was included in any ‘calculation’ of the potential return on investment – notwithstanding that it’s extremely difficult to meaningfully pre-assess the holistic effect and consequent value of this type of comms.

But the absence of, say, quantitative assessment measures should never be allowed to get in the way of a (great) business-building idea. After all, considered risk-taking – especially where pros and cons are rigorously debated – lies at the heart of many a business success.

It could be reasonably argued that the ‘difficult’ of bringing the skydiving concept to life is a good way of setting-up the ‘difficult’ faced by Honda when rebuilding the Accord – but you gotta visit the website to make the connection. Time, web traffic, tracking and, ultimately, sales will tell whether it was worth doing.

So I’ll pose a different question: Is difficult worth doing if it isn’t helping to sell product? It surely isn’t if it’s only for difficulty’s sake!