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FedEx Uses YouTube To Issue Delivery Driver Apology

Throwing packages? That's a stern lecturing...

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FedEx Uses YouTube To Issue Delivery Driver Apology
[ Business]

By now, you’ve probably seen, or at least heard about the FedEx delivery driver who was caught on tape demonstrating some incredibly effective package delivery techniques. If not, familiarize yourself:


Needless to say, Mister Throw Packages became a viral hit after his actions were uploaded — on December 19, 2011; it now has over 4.5 million views — which, in turn, caused his employers to take respond in a swift manner. And so, FedEx did what most companies who have a sense of tech savvy on their side do: Use the Internet to convey their message. What normally might have been done with a paid-for commercial block can now be done through the power of YouTube. Not only does this take on a grassroots feel of its own, there’s no doubt it cuts down on productions costs.

What do you think costs more? A public service announcement on YouTube, or unique (and often funny) ad content to be consumed by the masses, complete with actors who want to be paid for their time? The answer is pretty obvious, especially once you see FedEx’s thoughtful response, one that undoubtedly was cheaper to make. There’s nothing wrong with a pragmatic approach, especially if the message is getting through:


Swift, decisive action, complete with a straight-forward, capitulation-filled approach.

It should be noted the FedEx apology has not received near the amount of views as the package-tossing video did, which isn’t surprising. Controversy sells, especially when the mainstream media picks up on it, and the offending video was seen on local news channels across the nation. It’s actually unfortunate these same outlets won’t give the apology the same kind of airplay, but then again, being nice doesn’t sell quite as well.

It should also be noted the fate of the delivery driver is unknown. In the apology, Matthew Thornton III, FedEx Express Senior VP, indicates the driver is no longer working with customers, but the implication is being made that he’s still employed with FedEx. Maybe they have him locked in the company pillory as punishment.

FedEx Uses YouTube To Issue Delivery Driver Apology
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  • Alice Oquinn

    Fedex treats drives like dirt. Writes them up over nothing. I would rather stand in the soup line than work for this awful company! Have to go to a doctor if sick one day–seems to look for reasons to fire people.

    • abc

      Maybe you are just lazy

  • Andrew

    He couldve learned from Sam Safety

    http://www.youtube.com/watch?v=MydeqilEo-Y

  • SIN LIMON

    I WORK WITH FEDEX ON THE REGULAR AND YES THERE THE EVIL EMPIRE OF SHIPPING…. IN THE 9 YEARS OF WORKING WITH SHIPPING LOGISTICS AND REPS FEDEX IS ONE OF THE WORST IN MY OPINION TO HANDLE DAMAGE GOOD CLAIMS.. SO THE DRIVER ISN’T FIRED HE WAS PROBABLY JUST MOVED TO THE DOCKS WHERE HE WILL BE THROWING OUR STUFF INTO THE TRUCKS INSTEAD OF OVER YOUR FENCE..FEDEX IS SO CORP. THEY WILL BRUSH THIS INCIDENT OFF, WHATS THE WORST THAT COULD HAPPEN NOTHING EXCEPT LOOSE 1 CUSTOMER TO UPS… WE ALL NEED TO SHIP STUFF AND THEY KNOW IT…

  • http://www.collegeofpublicspeaking.co.uk Vince Stevenson

    How you manage a bad situation is all important. Brand integrity is top priority both in the bricks and clicks world. Fedex did well to respond so promptly. Regards Vince

  • wing ding

    too little too late and the guy’s still working at FedEx. Yeah, they sound serious to me.

  • Toto

    Man, that delivery was PRICELESS!!! He was like, “Here you go rich little tw..s! Yours Truly, OWS (Occupy Wall Street)!”.

    Please tell me I’m not the only one who laughed after viewing that delivery vid…

    • James

      Maybe you’ve noticed by now, but you’re the only one. You wouldn’t be laughing so much if that were your delivery.

  • http://www.barkauskas.lt Andrius

    A nice gesture, but it won’t change the quality of services

  • Angelo glasser

    I personally refuse to ship via FedEx I’ve had nothing but bad luck every time. Lost packages, dropped or severely damaged packages, deliveries at the wrong address or packages just being left in the rain. Say what you will about the USPS but I’d rather go that route any day. My last two packages by FedEx were a nightmare, the first was a very expensive piece of equipment that was very obviously dropped hard guess what, nothing they would do about it. Next one two weeks later? Brand new iPhone left outside on my porch in the rain, thankfully. No damage done.

  • http://www.m.searchrobot.net funny

    All delivery companies are the same. Do they relly care about your delivery ? As long as they can charge whatever price they want, and pay the drivers as little as possible they are happy.
    As mentioned in the article they use utube to respond instead of a tv commercial. If you break my stuff you should pay – i should not have to pay extra for insurance.
    I prefer to ship with US postal – not fed ex

  • http://www.niviweb.ws sramm

    clear,accurate,professional response.