‘United Breaks Guitars’ – Viral video at its best

Much like the Kryptonite bike lock debacle back in 2005, the Sons of Maxwell ‘United breaks guitars’ video  continues to be picked up on the web and damage United’s reputation.

When the airline damaged a $3,500 Taylor guitar and refused to accept liability, or provide any kind of compensation, Dave Carroll hit back where it hurt – right at their reputation.

According to a Mashable blog post written just after the video was posted in August last year, the video accrued around 3.2 million views and 14,000 comments less than 10 days after it was uploaded.

Today the clip’s been viewed more than 7.5 million times and continues to circulate on the internet in a practical demonstration of word-of-mouth becoming word-of-mouse.

It’s a fabulous example of the damage that can be done with some smart thinking, a whole lot of talent, a video camera and YouTube. Whilst it remains a nightmare for United, the video has become a hit for the band and introduced them to a whole new audience that may never have been exposed to them had it not been for the video.

It also prompted action from the airline, including an offer of compensation. Pity such admission of liability and recompense didn’t come before the video went viral.

A search of Google for ‘United Airlines baggage’ returns the ‘United Breaks Guitars’ video at number 3. Ouch!

Good on the Sons of Maxwell. I’m sure they will have derived a huge sense of satisfaction from creating the song and video in the first place.

They’ll be pleased, too, with the fact that it prompted action from United – including an offer of compensation – and exposure to an audience that may otherwise not have heard of them. Reputation branding at its best!