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Ad Blog: news and views from freelance advertising copywriter John Kuraoka
This is just a sample of the content found on this website. Please visit the website to read the entire page. "John Kuraoka, freelance advertising copywriter www.kuraoka.com (619) 465-6100 Ad Blog: news and views about advertising, branding, marketing, and copywriting Quick finder (main website): Home Advertising portfolio Brochure portfolio Services Experience FAQ Advice About me Contact Quick finder (advertising blog only): Ad Blog main page Follow me on Twitter: @kuraoka Monthly archives Ad Blog FAQ July 10 2009 A musician gets revenge on United Airlines for allegedly mishandling and breaking his guitar, by takin’ it to YouTube and creating a viral hit. Here’s the story, from the Associated Press via MSNBC.com : Advertising copywriter blog link It’s a catchy tune, perhaps one verse too long but compared to a year-long quest for compensation it’s very short indeed. The video is well executed too. But what’s important here from a marketing perspective, beyond the communication platform YouTube has become, is the branding that’s taking place. Hometown guitar maker Taylor Guitars (right down the hill from me in El Cajon) emerges as a hero, both in the song and in the company’s reaction to the video. It offered to try to fix the guitar, and created a related page on its website. The musician has put United’s brand squarely in his sights, right down to the oft-repeated title line: “United Breaks Guitars.” And United Airlines has contacted the musician, not to threaten but to ask permission to use the music video as part of a training program – a carefully calculated and well-managed response. In the spirit of full disclosure, I worked on a small project for Taylor Guitars through their agency, many, many years ago. I’ve forgotten what it was, but knowing the shop it was probably pretty cool. Although, since I have no samples, it’s also possible that the project didn&" .... read entire page
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