Fedex Furniture, Case Study: How to be a Corporate Wanker
Ok so this guy is out of cash and needs furniture for his apartment, what does he do ... gets some Fedex shipping boxes and makes a couch, dining table, a bed, and a desk out of Fedex Boxes. Ok so he used some FedEx boxes without shipping anything, but you gotta give him points for execution and creativity. He even built a website to show off his work (fedexfurniture.com). The suits in Memphis decide this is not good, and try to crush him with superior legal power. Now everybody including Seth Godin talk about it, and FedEx looks like a big bad corporate bully.
Wouldn't it have been easier to throw the guy a couple bucks, buy the website, and set him up with some new furniture? It certainly would have been cheaper, and they could have gotten some positive press to boot. To really think out of the box (pardon the pun) why not run a contest every year and invite people to build stuff out of the boxes. Think of how many news stations would do a 60 second spot about it.