FedEx Delivers a Lesson in Responding to a Negative Viral Video

On Dec. 19, 2011, just six days before Christmas, the communications team at Memphis-based FedEx had a small problem. A customer uploaded 21 seconds of video to YouTube. The remarkably clear footage shows a delivery person tossing a new computer monitor over a home’s front gate. With the distinct FedEx truck in the background, this wasn’t exactly the type of logo placement a brand marketer wants.
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