Case Study: How United Airlines Turned an Obscure Canadian Folk Singer Into a Social Media Star

Company: United Airlines

Timeframe: March 2008-present

In March 2008, Canadian band Sons Of Maxwell was on tour when one of its members, Dave Carroll, witnessed United Airlines baggage handlers tossing his guitar around recklessly. The instrument ended up being severely damaged as a result, and Carroll spent the next nine months working through United’s customer service system to get reparations—to no avail.