The influence that musicians have worldwide is unbelievable. Musicians create tunes and melodies that can create and affect consumers’ moods and emotional responses to everything including advertisements. A major component in advertising is music or also known as a jingle. Jingles are used in radio and television commercials and can also be consider as the brand image or self. Since music is everywhere it is important, as a marketer, to avoid any problems with musicians because they can write a song than can annihilate you product or even your brand.
A Canadian musician name Dave Carroll and his band Sons of Maxwell had a really bad experience when he was flying to Nebraska in 2008. All their instruments were arrange to travel in the same plane as them, so that they weren’t any surprises or delays during the show. Arriving to Nebraska, he realized that his Taylor guitar was damaged caused by poor equipment handling. The airline he was traveling with, United Airlines declined any responsibilities for this issue and they did not offer any guarantees.
A few months later, in 2009, the song “United Breaks Guitars” was broadcast on YouTube. The song became a hit on YouTube and created a huge embarrassment for the airline company. After this, Carroll was invited into numerous of shows explaining the reasons for writing a song like this. Among these shows and interviews was TIME, CBC/CNBC, among many others, and in 2012 Carroll even publish a book regarding the power of social media. This is a successful example of online protest and has been used in television companies and news channels to exemplify a new kind of thread facing corporations. Customer service is one key factor in marketing and now, United Airlines knows better on how to deliver a good service.
Song:
Statement:
United Airline Reaction:
Taken from
http://en.wikipedia.org/wiki/United_Breaks_Guitars
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6949
http://en.wikipedia.org/wiki/Jingle