In 2008’s most exciting spring for country music group, Sons of Maxwell, the group headed out to Nebraska for a one week tour aboard United Airlines from Halifax to Omaha.  Little did they know their lack-luster encounter with the airline would create a buzz on the internet like the world had never seen.  As the band was sitting on the tarmac, they awaited the baggage being loaded onto the plane.  Looking out the window of the plane, they watched United’s baggage handlers throwing luggage, and the band’s gear, haphazardly into the plane. The band realized they might have to deal with some broken instruments when they got to Omaha.  Dave Carroll, the front man for the band, witnessed his $3,500 Taylor Guitar being thrown carelessly onto the plane.  And, to no surprise, he was right about his guitar being severely damaged upon arriving at the baggage claim.

The funny thing is that United didn’t deny the experience, they just denied responsibility, and for nine months Dave tried to get them to compensate him for the damages to his instrument with no avail.  So, in a last ditch effort to get the airline to do the right thing he promised the last person he spoke with at United, a Ms. Irlweg, that he would write and produce three songs about the terrible experience he had with United Airlines and post them on You Tube for all the world to see.  So far, only one of the three songs has been produced with a video, created by Curve Productions.  The second song is produced, but awaiting video production, and the third is making it’s way.  So, for a minimal cost of $3,500 United Airlines could have spared themselves a world-wide black eye and done right by the situation, but instead gave an up and coming country music group all the exposure they needed to leverage their careers to new heights.  Whatever the final outcome is with United, I can assure you that social media works.  Dave Carroll maybe didn’t get what he wanted from United, but I would imagine he can bury himself in Taylor Guitars now that he has one of the most recognizable country bands on the planet!  His song, “United Breaks Guitars” is a download frenzy on iTunes.  To see how FireTide Creative can help your company utilize social media/viral marketing, click here

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About Dave Carroll
With a clear, warm and intimate approach to music that has been delighting audiences for over a decade, Dave Carroll is pleased to release his highly anticipated debut solo recording, Perfect Blue. This collection of twelve refreshingly unique and insightful songs, is injected with a “coming home” sense of familiarity that subtly transcends musical barriers,bridging the genres of pop, rock, country and folk.  http://www.davecarrollmusic.com/ Feature story: http://www.davecarrollmusic.com/story/united-breaks-guitars

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About Curve Productions
Curve Productions Inc. is a multi-service “ideas shop” providing support, expertise, and creative services for your film, video, musical and photographic needs. When your project needs innovative and powerful media content, our knowledgeable partners will help you meet (or even exceed) your goals.  http://www.curveproductionsinc.com/ Curve Productions created the “United Breaks Guitars” video.

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About FireTide Creative
FireTide Creative is a Marketing, Advertising, and Definition Firm developing creative and unique design for print, web, video and radio solutions. FireTide provides proven marketing expertise in brand management.  For more information, visit: www.firetidecreative.com