Oxfam launched a video about fairtrade coffee and how Starbucks weren’t good to Ethiopian farmers. They stuck it on YouTube:
They said Starbucks weren’t listening. They were and they used the same new medium to respond:
Fantastic. As it should be. Still, saying they spent 2.4M on projects in Ethiopia isn’t really convincing since they probably make that every few hours but generally the reply is good. Imagine seeing companies respond to criticism this way! And all it cost was the use of a cheap camcorder and video software. Quick and almost cost-free replies.
The Economist covered this dispute in November (though not the youtube bit obviously)