On July 6, 2009, musician Dave Carroll posted a singing rant called, “United Breaks Guitars” on YouTube, cleverly lamenting the loss of his guitar, allegedly at the hands of the United Airlines’ baggage handlers.
Carroll’s brilliant jingle is catchy enough to sing in the shower, clearly makes it points, and is now oh-so-viral.
It doesn’t matter to what degree United is responsible for the damage to the guitar, they have a serious public relations situation on their hands — as well as some serious potential for claiming a new following of customers.
If I were working for United’s PR department, here’s what I would do:
Quickly form a new set-fee service for the special handling of fragile items
Hire Dave Carroll as the spokesperson.
Hold a contest to fly an unsigned band, instruments and crew to their next big gig, all accommodations paid — (and film the instruments being handled, and the band along their trip, to use in future United ads, of course!!) Use SM to vote on favorite band.
Fragile Check Baggage Service would offer:
Fee-based, item packaging service [UPS’s Pack & Ship Promise is a model] / item inspection service — for musical instruments who are in a case, United can assess packaging to ensure it meets requirements.
Insurance for lost or damaged items covered by the guarantee
Service ensures extra special handling of items in sent through this service category [I would hire or train a special set of handlers for this service]
Restrictions:
Customers would have to arrive within a certain time period before their flight
Item fits within weight and size dimensions of baggage handling allowances…IWO, Fragile Check would not cover bringing along a baby grand piano!
Would cover the structural damage/integrity of an item. It would NOT cover having to retune the instrument due to temperature changes.
Commercial Script Idea:
White space, with black lettering : Did you see this on YouTube?
(Quick fade to Dave Carroll’s song and bravely include the phrase “United Breaks Guitars”)
White space, same black lettering: “So did we.”
Cut to cool, smiling, United baggage handler, playing his own musical instrument. Underneath in white lettering, same font as from first part of commercial: “Johnny Hero , United Airlines-Baggage-Handler – and owner of a Gibson Les Paul”
;)
Baggage handler plays a riff from his instrument, then pauses and say something like, “We here at United want you and your instrument to arrive at your next gig safely”
(Next baggage handler, plays few bars from sax) “Dave inspired us to work harder to ensure that fragile baggage is properly handled.”
(Next handler, same format as before): “That’s why we’ve launched a new Fragile Check Baggage Service. It’s music to my ears.”
(Next handler, same format): “United customers can now bring fragile items, like guitars, for our new insured service that guarantees your item will arrive in one piece.”
Then, cut to information about the contest.
Handling the Dave Carroll baggage in this way shows that United Airlines is:
Hip, current and connects with social media (bringing SM fans on board),
Gives impression that they respond quickly to situations (even though it was months ago, the viral-ness of the video is still fresh),
That they care about musicians (personal touch of musician/baggage handlers speaking for themselves)
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