From Todd LaRoche, EVP, Managing Director of Creative, Palio

With the recent merging of United and Continental Airlines, an event that happened a while back came to mind that I thought would be worth sharing if you didn’t already know about it. A musician named Dave Carroll had some difficulty with United Airlines – United apparently damaged his treasured Taylor custom guitar during a flight.

For over 9 months, Dave tried to get United to pay for damages caused by baggage handlers to his guitar. During his final exchange with the United Customer Relations Manager, Carroll said that he was being left with no choice other than to create a music video for YouTube exposing United’s lack of cooperation. The Manager responded: “Good luck with that one, pal.”

So Carroll posted a retaliatory video on YouTube. The video has since received over 8.4 million hits. United Airlines contacted the musician and attempted to arrive at a settlement in exchange for pulling the video. Naturally, Dave’s response was: “Good luck with that one, pal.”

Taylor Guitars sent the musician 2 new custom guitars in appreciation for the product recognition from the video that has lead to a sharp increase in orders. Here’s the video, if you didn’t already play it above.

Pretty amazing: 8.4 million hits (and rising) that United Airlines could definitely have lived without, (and that Taylor Guitars has benefitted by hugely), all because of a poorly-handled customer service issue. Goes to show you just how much power the world of digital communications has brought to the consumer. Now, instead of buyer beware, seller beware – your consumer has more power than ever to shape your brand’s image.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.