How One 21-Second YouTube Video Turned FedEx Upside Down
During the 2011 holiday season, FedEx was riding a high wave. The company had increased media impressions by 88 percent year-over-year and was enjoying a positive media blitz. The PR effort focused on giving local media around the world a rare, hands-on look behind the scenes of the package delivery company, and it was paying off and delivering increased business.
Then a 21-second YouTube video threatened to bring everything to a halt. A lone courier was seen on camera tossing a comp uter monitor… Show more
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