Marketing - Sons of Maxwell

Three years ago, Canadian band Sons of Maxwell were on their way to Nebraska for a tour when another passenger witnessed some baggage handlers for United treat the band's equiment rather roughly.  Lead singer Dave Carroll soon discovered his prized Taylor was smashed.  When United refused to acknowledge Mr. Carroll's claim, the band wrote a little ditty and created a hilarious video of the incident.

The video went viral in 2009.  There's no way Sons of Maxwell could have paid for this kind of publicity.

Talk about lemonade from lemons!