Beer O'Clock Uploaded by Ben Harris-Roxas on 24 Feb 06, 4.44PM BST
Stan Schroeder reports over on Mashable that the poor bloke who lost that iPhone has been offered a free trip by Lufthansa. (Original story on CBS news)
In a few words this is how it went. Gray Powell, Apple engineer, goes for a drink at a German beer place and looses an iPhone prototype. Apple being legendary for its secrecy you can realise that all hell broke loose. On a completely unconnected note (you would have thought), Lufthansa opens up a Bavarian Beer Garden Business Lounge in Munich.
Enter the brilliance of the Lufthansa staff in terms of communications, engagement, marketing, beer, life, the universe and everything.
They actually write to Gray Powell in a very very nice tone and offer him a free business class trip to Munich so that he can enjoy his German beer and relax from all the onslaught.
Now if that is not an epic win I don’t know what is.
Why can’t companies be as innovative as this and as engaging as this more often?
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UPDATE: Thanks to my twitter chums (@fotious and @larios) for asking some questions after publishing this for giving me an opportunity to clarify a bit more what I think about this one.
1. Lufthansa was nice
Their letter was lovely and polite. They didn’t make fun of him, just offered a break in a lovely and friendly way.
2. Lufthansa realised the opportunity that a disaster represented
And they took advantage sensitively and with good humour (unlike others in the recent volcano disruption)
3. Lufthansa let others do the talking
From what I understand (correct me if I am wrong) the company approached Powell and he chose to make the letter public. Kudos to the big bad corporate monster for keeping quiet in the meantime.
4. Lufthansa made a brilliant connection
Between geeks, bloggers, travellers and the social media world. A lot of people who will discuss this and write about it and advertise it and and and…
5. Lufthansa created value
Let’s say Powell never made the letter public. Lufthansa has given away a flight but gained a happy customer – who’ll probably chat about it to some of his friends. Let’s say Powell made it public (he did). Lufthansa effectively gives a free ticket and gets a free, huge, self-perpetuating marketing and communications campaign. Which strikes people as basically smart, funny and honest.
In the meantime other companies are trying to discuss return on investment and other management speak gobbledygook. While the true value comes from real actions with real people.
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UPDATE 2 (24 April, 14:45): I initially read that Powell made the letter public but I now found this - from Lufthansa – which shows the letter as an Open Letter. Disregard all my comments on privacy – I still think it was a stroke of genius but a touch cheeky if they really did put it out there as an open letter.
