Buzz Builder: United Airlines Finds Path to YouTube Infamy in Broken Guitar Song

July 2010

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United Airlines Finds Path to YouTube Infamy in Broken Guitar Song

I just caught my wife cracking up as she sat in front of her computer watching the latest YouTube sensation. Canadian musician Dave Carroll released a hysterical music video in which he sings the blues after United Airlines workers at O'Hare smashed his guitar and the carrier refused to pick up the $1,200 cost to repair it.

The video, which was only posted four days ago, has already had more than 641,000 views. To learn the details behind the story behind the song, visit this article on the Chicago Tribune's website.

The video is a great example of how we're living in the Age of the Empowered Customer. Companies that ignore customer complaints are now just one small step away from YouTube infamy.

July 09, 2009 in Creating Buzz, Customer Service, Negative Buzz, Videos, Web/Tech | Permalink

Comments

Haha awesome. This goes to show the power of online video for marketing these days (except in this case, United gets hurt from this, but that stems from their poor handling of customer service). Sites like AdWido and YouTube have the power to change perspectives on brands or let new brands rise from the dust.

Posted by: Matt | July 23, 2009 at 01:49 PM

Matt, I completely agree with your comment. The power of online video for shaping brands is real. The only protection against negative videos like this United one is to offer stellar customer service.

Posted by: Patrick Galvin | July 24, 2009 at 08:59 AM

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Websites

Galvin Communications
The website for my word of mouth marketing and PR firm. Sign up for The Buzz Bulletin, a free monthly eNewsletter.
WOMMA: Word of Mouth Marketing Association
An outstanding resource for word of mouth marketing information. This respected organization also puts on a variety of well-organized and information-rich events and conferences which are worth attending.

Books

Al Ries: The Fall of Advertising and the Rise of PR
Credibility is the crucial ingredient in brand building. This book explains why PR should be used to launch a brand while advertising should be used only once major PR opportunities have been realized.
Malcolm Gladwell: The Tipping Point: How Little Things Can Make a Big Difference
Why do major changes in our society so often happen suddenly and unexpectedly? Ideas, behaviour, messages, and products often spread like outbreaks of infectious disease. This book will help you understand how social epidemics take off and reach critical mass.
EMANUEL ROSEN: The Anatomy of Buzz : How to Create Word of Mouth Marketing
Rosen pinpoints the products and services that benefit the most from buzz and offers strategies for creating and sustaining effective word-of-marketing campaigns.
Mark Hughes: Buzzmarketing
This book contains some great stories from an experienced buzz marketer that illustrate the importance of finding angles that make you stand apart from the competition. I loved the story of how getting the town of Halfway, Oregon to change its name to Half.com generated a flood of publicity. You'll learn some great practical tips from this book.
Ben McConnell: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
An interesting look at how to develop evangelism marketing strategies and programs that will create communities of influencers who will drive sales for your company.
Fred Reichheld: The Ultimate Question: Driving Good Profits and True Growth
Too many companies are addicted to bad profits. These corporate steroids boost short-term earnings but burn out employees and alienate customers. Learn why the answer to one simple question can determine your company's future: Would you recommend us to a friend?
Andy Sernovitz: Word of Mouth Marketing: How Smart Companies Get People Talking
This is the perfect book for an entrepreneur looking for a "how-to" on word of mouth marketing rather than a theoretical or academic overview. Andy Sernovitz built the Word of Mouth Marketing Association using many of the intriguing word of mouth marketing tactics he describes. His strategies are practical for both small and large businesses as his interesting case studies demonstrate. You may put this book down a few times while reading it so you can start implementing some of its excellent ideas.
T. J. Walker: Media Training A-Z
Walker, an accomplished media trainer, provides great practical insight into maximizing the value of the media spotlight. By following his simple suggestions, you'll go into interviews much more confident and come out of them with much better results for your business.
Chip Heath: Made to Stick
This is the best business book that I've read since The Tipping Point since it provides a new way at looking at how you try to tell people about your products or services. You'll have lots of new ideas for promoting your business when you've finished reading this book. And, you'll discover that the best way to promote yourself doesn't involve spending money on marketing rather its all about learning how to tell your business stories better.
Richard Fenton & Andrea Waltz: Go for No!
A great parable about a salesman who learns that every "no" brings him closer to "yes" - an important lesson for anybody who wants to create buzz.