'United Breaks Guitars': Passenger's revenge video becomes a viral hit

United Airlines says it will meet with Canadian musician Dave Carroll to make restitution

Chicago Tribune, July 9, 2009 — Canadian musician Dave Carroll could have sung the blues after United Airlines workers at O'Hare International Airport smashed his guitar and the carrier refused to pick up the $1,200 cost to repair it.

Instead, he turned the experience into a witty ditty, "United Breaks Guitars," and scored an instant hit on YouTube, his first in a 16-year career. Posted on Monday, the video had been viewed nearly 150,000 times by Wednesday.

Fliers go for cheap fares, with a la carte fees for bags, food

USA Today, November 12, 2008 — More than half of US air travelers now prefer buying the cheapest available ticket, then paying fees for "extras" such as food and drink, preferred seating and checking bags.

United Airlines Goes Too Far†

Garfield's Ad Review: Lush Animation Won't Make Anyone Rhapsodize About Flying

Advertising Age, August 25, 2008 — When there is a notable air disaster, by terms of the airlines' media contracts, airline advertising typically goes dark. This is for obvious reasons. No marketer wants to spend money reminding the audience of, for example, sudden fiery death.

There is a valuable lesson in that. At certain moments, advertising — no matter how cunningly crafted — is incapable of sending its intended message. At certain moments, it is capable only of triggering associations with the larger story in the public mind.

As airlines pull out of dive, united charts its own course†

Wall Street Journal, January 13, 2006 — United is making an all-out effort to raise revenue by pampering its best business travelers — and keeping them on United whether they are flying to a meeting on the coast, or taking the family to Orlando.