This video was posted on 6th July 2009, and is the first of 3 videos on the subject.
From the BBC: Dave Carroll composed "United Breaks Guitars" after his $3500 Taylor acoustic was damaged at Chicago's O'Hare airport. After 9 months they continued to deny his damages claim.
It has now had 3.5 million hits in 10 days, and has been a PR disaster for the airline, which has seen its share price plunge by 10%, wiping $180m off the company's value.
Carroll says he was offered $1,200 in cash and flight vouchers as compensation - while United says they will be using his video for training purposes to ensure all customers receive better service from the company in future.
Update Monday 27th July: 4,204,378 views and still climbing.
Update Friday 7th August: 4,722,493 views and still climbing.
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