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United Airlines May Have Strung Along the Wrong Guitar Player

We will rock you. It’s a small world after all. United breaks guitars.

If you’ve ever had the first 2 tunes stuck in your head, you won’t be able to let go of the third, either, after you watch the video below.

Dave Carroll is not happy with the ways United Airlines baggage handlers treated his tools of the trade (he has a band called Sons of Maxwell). His guitar was broken and, when United’s “policies” failed to satisfy him, he decided to take his complaint to the court of public opinion.

Dave was inspired to use his talents (and time, and friends) to produce a 4-minute music video with a great hook, “United Breaks Guitars.” It’s good; I watched all of it. And I’m sharing it with you, while I tap my foot.

United Airlines has a multi-million dollar advertising budget. Dave’s carries his in his wallet. It didn’t take Dave Carroll gobs of money to make his point, and he seems to have succeeded in generating lots of attention with his backyard budget flick. The video has already been viewed over one million times.

True, the customer is not always right. Maybe there was no placating Mr. Carroll (but is sure easy for me to believe him). With the ability for anyone to broadcast their thoughts as he did, your company better be careful that your policies err on the side of your customer. It will cost United Airlines a lot more to “undo” the impact of the video than Dave Carroll had to expend to create and distribute it.

Posted: under Brand Trouble.
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Comments (0) Jul 10 2009