FedEx put
a response on YouTube which makes sense. The message is right. The company has taken reasonable actions to make things right with the customer, voiced the Purple Promise (which many customers do not know), move the driver out of a customer contact role and to use the bad delivery as a training tool for other drivers. But it won't be enough to offset the PR damage already done.
The video of the bad delivery has been viewed over four million times and that number continues to grow. David Letterman did his Top 10 list on FedEx last night. News shows have picked up the story and broadcast the video on TV. Families will be gathering in homes for the holidays and it will happen thousands of times that someone will say at the table or in the living room, "Did you see that video of that FedEx guy throwing a package over a fence?" People will use their smart phones to show it to each other.
It's called earned media, only in this case, it is not the kind of media FedEx wants.
In contrast to over four million views of the bad delivery, FedEx's YouTube response has been viewed less than 50,000 times so far. The response has been reported in print and on TV too, but the story that sticks is the one about the errant delivery.
I would not be surprised to see FedEx spend a lot of money on a new series of ads designed to counter the damage that is being done by a video that a customer posted for free.