Leave a Comment After Dominos employees made a video of them tampering with food, it was posted on YouTube. Before the video was removed, it had received almost one million views.
The following article appears in the summer issue of The Strategist On Easter Sunday in a small mountain town, the intentionally playful actions of two employees quickly became a worldwide marketing nightmare for a large company franchise.
His cohort also filmed him partaking in other unsanitary acts with the food and uploaded the videos to YouTube. On his reaction when first finding out about the videos: My first reaction when I saw it was anger. I was angry because I love this place, I love this brand, I love the franchisees that I work with.
But we were alerted to [the videos] by a Web site that decided, in the public interest, to post it on their Web site as well as on YouTube, and made us aware of it within 45 minutes of the video being posted.
We need to do something about it. We distributed them nationwide to our internal network, asking if anybody could identify them.
So that took place within two hours of the video being posted. On creating a game plan and deciding what to do first: Some savvy readers of The Consumerist were able to pinpoint where this store was located.
They were just bored. We went back through the computer system and saw that there had been no orders taking place at the time that this video had been shot.
So first thing Tuesday morning, we had identified the people and contacted the independent store owner, the health department and the local police, because we were taking this seriously.
Meanwhile, we were communicating internally that we had found [the perpetrators]. We were also communicating with The Consumerist.
We were communicating [with] the most relevant audiences at the time. By the end of the workday on Tuesday, the views on YouTube, thanks to links from The Consumerist and other Web sites, had reached aboutOn how much of the crisis management plan was already in place, and launching a social media component during the crisis: Tuesday evening at about 7: Look at this horrible thing.
We had a social media team that had been assembled about a month before, and they were working on a strategy to launch us more into the social media realm.
So it was already in place.Apr 25, · Domino’s response offers lessons in crisis management What Domino’s did right — and wrong — in a squelching hubbub over YouTube video Domino’s nightmare holds lessons for marketers. As you can imagine, the video instantly went viral and Dominos Pizza was instantly launched into a full social media crisis unlike anything they could have ever imagined.
Domino’s response They made mistakes, that’s for sure. But they also managed to launch a communication strategy that saved their brand from potential ruins.
Apr 20, · Domino’s, a pizza chain based in Ann Arbor, Mich., faced a crisis not of its own making, but its response was telling of how to manage such crises today. Already, a new national study conducted by HCD Research using its Media Curves Web site found 65% of respondents who would previously visit or order Domino’s Pizza were less .
Apr 30, · From the perspective of crisis communicators concerned with social media, Domino’s could have responded first on social media rather than on it’s website. I think hearing from actual Domino’s employees . Essay about Dominos Response Offers Lessons In Crisis Offers Lessons in Crisis Management The online hubbub and furor caused by two Domino’s employees in Conover, N.C., last week reached stratospheric levels, as the use of social media has become both the source of evil and good.
Domino’s Pizza was embroiled in a viral crisis situation when two rogue employees posted videos of adulterated food on YouTube in April