United Breaks Guitars: The Power of One Voice in the Age of Social Media by Dave Carroll

Author:Dave Carroll [Carroll, Dave]
Language: eng
Format: epub
Tags: General, Business & Economics, Social Media, United Airlines - Public Relations, Transportation, Consumer Complaints, Web, Social Aspects, Internet Videos - Social Aspects, Computers, Commercial, Carroll; Dave, User Generated Content, Case Studies, Internet Videos, Self-Help, Aviation, Customer Relations, Business Ethics
ISBN: 9781401937935
Google: 2y9UUjF8oDwC
Amazon: 1401937934
Publisher: Hay House
Published: 2012-05-15T07:00:00+00:00

WITH THE SONG RECORDED, it was time to look at shooting the video. By now it was December, and with everyone’s schedule, we’d have to wait until January before we’d have the chance. Shooting outdoors in winter was not an option, so we had to secure a new location.

We didn’t have far to go from the fire hall, though, as we were welcomed by the Waverley Legion just down the street. In Canada, following World War I, the Royal Canadian Legion created a network of establishments across the country for veterans. Most communities in Canada have a Legion branch, and they are active in each community, offering their halls for meetings, weddings, and other functions. The Waverley Legion hall would do just fine for “UBG3.”

We needed to consider the next evolution of the Three Amigos as a concept, and I decided that “bearded hillbillies” seemed most appropriate. I put the call out to Mike, Chris, and Jimmy, the original Three Amigos, to transform themselves into the Three Billies. All were on board. I imagined that hillbillies don’t really grow their beards, but rather keep them hung by the door, like hats on hooks, to be worn when they leave the house. We included that gag in the video, and it’s one of my favorite parts.

Karen and Paula were back as flight attendants. Charlie and Phil were once again committed as the baggage handlers. I made a call to Christine Buiteman and confirmed her for Ms. Irlweg’s final farewell. We needed extras once again to represent the people and had a few dozen sign up for that, including Tim Feswick (producer of four Sons of Maxwell recordings). Curve Productions once again assembled a great crew, and we were ready! We had a location, a cast, and a crew, so we decided to meet on a snowy Saturday in January and bid farewell to the creative side of “United Breaks Guitars.”

On shoot day, we needed to improvise a bit more than expected. Nova Scotia had been hit with storm, and Mike, who lived two hours away, was unable to leave his driveway because of the snow. We were disappointed in Mike that he didn’t plan for all contingencies and have a snowmobile or dogsled on standby, but he’s since redeemed himself with a ten-inch, full-color tattoo of the broken guitar from “UBG” on his forearm. Nevertheless, we needed another hillbilly, so we gave Tim Feswick his dream shot. Tim went from being an extra to a featured hillbilly in one day, and although it wasn’t a speaking role, he was thrilled with his meteoric rise as an actor!

Once again we enjoyed a great day shooting the video and had fun involving so many people. Christine is a trained Irish dancer, and we’d talked for years about her dancing to some of our Celtic tunes at a show sometime. It seemed only fitting that Christine, in her role as Ms. Irlweg, should have the final say in the trilogy with a random introduction

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