客訴MV- 聯合航空摔爛我的吉他!


事件背景:歌手Dave Carroll在08年搭乘聯合航空的班機時,親眼目睹了自己價值3500美元的Taylor吉他,被地勤人員粗魯地甩著送上飛機,雖當場跟空服員反應,但沒人把他當一回事,等到了目的地時,吉他果然已經骨肉分離...

經過九個月反覆的客訴,最後得到的答案竟然是「NO!」,不予理賠。Dave於是決定創作三首歌曲,運用偉大的social media,Post上Youtube,讓世人評評理也讓United好好正視這類的問題。

這首鄉村曲風的歌曲《United Breaks Guitars》,就算不管歌詞,旋律還真不錯聽(英文歌詞在下面)



I flew United Airlines on my way to Nebraska
The plane departed, Halifax, connecting in Chicago's "O'Hare".
While on the ground, a passenger said from the seat behind me,
"My God, they're throwing guitars out there"

The band and I exchanged a look, best described as terror
At the action on the tarmat, and knowing whose projectiles these would be
So before I left Chicago, I alerted three employees
Who showed complete indifference towards me

United...
(United...)
You broke my Taylor Guitar
United...
(United...)
Some big help you are

You broke it, you should fix it
You're liable, just admit it
I should've flown with someone else
Or gone by car

'Cause United breaks guitars.

When we landed in Nebraska, I confirmed what I'd suspected
My Taylor'd been the victim of a vicious act of malice at O'Hare

So began a year long sagan, of "pass the buck", "don't ask me", and "I'm sorry, sir, your claim can go no where".
So to all the airlines people, from New York to New Deli
Including kind Ms. Irlweg, who says the final word from them is "no".

I heard all your excuses,
And I've chased your wild gooses
And this attitude of yours, I say, must go

United...
(United...)
You broke my Taylor Guitar
United...
(United...)
Some big help you are

You broke it, you should fix it
You're liable, just admit it
I should've flown with someone else
Or gone by car

'Cause United breaks guitars.

Well, I won't say that I'll never fly with you again,
'Cause, maybe, to save the world, I probably would,
But that won't likely happen,
And if it did, I wouldn't bring my luggage
'Cause you'd just go and break it,
Into a thousand pieces,
Just like you broke my heart

When United breaks guitars.

United...
(United...)
You broke my Taylor Guitar
United...
(United...)
Some big help you are

You broke it, you should fix it
You're liable, just admit it
I should've flown with someone else
Or gone by car

'Cause United breaks guitars.

Yeah, United breaks guitars.

Yeah, United breaks guitars.

這首輕快的MV果然大Hito,7/6 po上youtube,至今已被觀看超過350萬次,還引起美國主流電子跟平面媒體如CNN、The Wall Street Journal報導。

這件事聯合航空當然是最大輸家,可除了主角爆紅之外,Taylor吉他卻也意外成了受益者之一。

相較於聯合航空的態度,Taylor吉他抓住機會快速回應的做法,就顯得聰明的多了。在主網頁做了一個相關報導,還特地拍了部Video,也Post上youtube,告訴網友,Taylor有豐富的運送吉他的經驗,知道有那些方法可以好好保護你寶貴的吉他,也教你如何帶著吉他去旅行。而Dave也去參觀了Taylor如何製作吉他,媒體乾脆就直接在Taylor訪問Dave這次的事件,活動的照片也被Taylor po上flickr

這也算是活用social media的一個案例吧,企業就是應該這樣運用,深入而長期的記錄一些事件,才是上策。

8/26 更新:
客訴MV Part2,或許有更多的期待就有更多的失望。我喜歡Part1多一點。照這樣的趨勢還需要拍part3嗎?


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