McCruddon, who works in 'digital strategy and future technologies' at Imagination Digital
, details his crusade on his blog, Six Weeks
he talks through the time he has spent sitting, viewing, queuing and
waiting in restaurants or shops, put into context by contrasting with
watching TV or sleeping, over a six-week period.
According to his calculations, he is owed more than £6,000 and has sent out invoices to over 50 companies. Pret A Manger
is the first company to have paid up £62 with an amusing and now very
public response. EAT have also sent food vouchers to the value of £15,
MD have asked McCrudden to pay for the 12 minutes of time it took for him to read the initial letter.
McCrudden is playing out his Six Weeks campaign on Twitter (as @crudden
actively reaching out to brands and having conversations openly about
bad experiences. To his credit, he is also applauding brands that
respond well and has become a one-man advocate for their services:
'Squat + Gobble, a small cafe on Charlotte St, are the second company
to value my time & it's a great reply'.
Many a company is
showing its true colours in the way they respond to this campaign, and
it's clear that employing a clever approach to social media is worth
plenty more in reputation than the cost of an invoice from a consumer
thinking outside of the box.
'Yes, those lost minutes and hours are pretty priceless to me. But
to those companies who have my attention, my time is worth one hell of
a lot,' says McCrudden, who is attempting to challenge the assumption
that consumers are subservient to brands - and succeeding.www.paulmccrudden.com/letters.htm