The FedEx box story, a missed opportunity ?

Found this great story this morning about someone who made furniture with FedEx boxes, posted his story online and is now getting sued by the corporation. Now, I used to be responsible for FedEx's PR in the BeNeLux as a Consultant more than 6 years ago and I am amazed about the reaction of the company. I loved to work for FedEx, a demanding but professional client and a great business to promote. I still smile when I see one of their vans driving by.

But here with this story they do not get it. This guy, called Jose is using FedEx boxes to create his temporary furniture because he can not pay for real furniture for the moment. Very creative, even looks good if you're into modern design. He is not trying to get financial gain out of this (at least that's what he writes), he just thought that this would be a great story to tell. He's even a fan/regular client of FedEx. If this is really the case then FedEx is missing an opportunity here.

Now I can understand the first gut reaction of FedEx with regards to the use of their logo etc.. but what Jose does is the best proof for the sturdiness of their boxes and is a fun and creative way of using them. They shouldn't sue him but support him as this story has a fantastic viral marketing potential. Just look at how the story spreads across the web... Unfortunately with FedEx as the big bad wolf.

FedEx, please start a conversation with the guy and see how you can turn this around. I know you can.

FedEx Furniture