The STORY Business - Case Study Overview "United Breaks Guitars"
Channel: Pablo Ponce de Leon
Date: 29/07/2013

What do you get when you mix an unhappy customer experience with storytelling and you add social media to the mix? Give up?

You get a corporate nightmare. If not, ask United Airlines. Welcome to the "Social Media Story" School of Hard Knocks.

You see, in 2009 when businesses at large were still unsure about the power of storytelling as a communication tool, they got the most unexpected education.

An unhappy customer unleashed his powerfully relatable story via social media. And all the suits could do was watch in horror as millions around the world replicated the news faster than the plague.

This is the story of Dave Carroll, whose unhappy experience as customer of United Airlines went around the world in the form of totally viral YouTube video. A video that resonated with other customers and sent a valuable lesson to corporate and institutional decision makers.

WATCH "United Breaks Guitars" by Dave Carroll
https://www.youtube.com/watch?v=5YGc4zOqozo

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Writer | Producer | Director & Story Consultant Pablo Ponce de Leon (bilingual)  delivers:

- story development and production services 
- story consulting services to professionals in every of fields