United Breaks Guitars: 2.7 million little cuts – and counting

15 Jul

Club owners, producers, and record companies have been raking musicians for years.

If you were an auto repair shop, or a retailer or an airline you could get your shot in, too.

Musicians are wired to create and perform. They’re lovers, not fighters.

But the tables have turned dramatically. Your marketing budget and overhead do nothing to shield you from massive word-of-mouth exposure like United Breaks Guitars.

How would you like over 2 million people to learn something about your company in less than a week? How would you like over 2 million people to learn something negative about your company in less than a week?

When I first discovered Dave Carroll and Sons of Maxwell, their ode to a busted guitar via careless United Airlines baggage handlers had a ‘mere’ 300,000 views. This morning, their musical statement on poor customer service has raked in 2,782,976 views . . . and counting. In fact, the video gained over 10,000 views in the 30 minutes that it took to write this post.

Carroll said in a statement that United Airlines has contacted him and “generously, but late” offered compensation for the damaged Taylor guitar. Carroll suggested that at this point an equivalent amount donated to charity might be a better resolution. Carroll says to stay tuned for song No. 2.

A Google search of United Airlines reveals the corporate site in the top two positions and the Sons of Maxwell video in the No. 3 spot. All that SEO effort and you get what you pay for – or you get exactly what you don’t pay for.

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2 Responses to “United Breaks Guitars: 2.7 million little cuts – and counting”

Trackbacks/Pingbacks

  1. Project Runway: JetBlue’s social media eyes in the sky « i scream social - July 26, 2009

    […] you think of any other examples of airlines going viral in […]

  2. Sweet sounds of massive social media word-of-mouth « i scream social - March 9, 2010

    […] United Breaks Guitars video gained over 10,000 views in the 30 minutes that it took to write this blog post. The video has since soared to 8,059,599 […]

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