July 10, 2009

Negative guerrilla marketing

We said it before and will say it again, guerrilla marketing while usually designed to help a brand can also work miracles in negative marketing. In the spring of 2008 baggage handlers of United Airlines in Chicago apparently manhandled an expensive guitar of musician Dave Carroll of the Canadian band Sons of Maxwell. After a year of back and forth with United Airlines and no positive result, the band wrote a catchy tune called 'United breaks guitars' and put it up on youtube on July 6 of 2009. Currently this tune has been enjoyed by almost 1.3 million people. Now that is a viral marketing video.


  1. This is a great example of why brands have to be more careful now of how they treat their customers-- word of mouth is no longer limited to a few friends, but anyone with an Internet connection! Consumer produced content can create lots of problems for a brand.

  2. Over the weekend the views of this video have jumped to 2.5 million. Now that is some exposure