Domino's Pizza.. faced one of the biggest fears any brand could face. In April 2009 social media fostered a sudden and wide spread attack on Domino's pizza after two of their rogue employees came up with a rather unpleasant idea of a prank.
The employees who were regular Joe's in Conover N.C soon known to the world people..
As you can can imagine the Dominos was going suffering a PR night mare and thats to say the least. the groundswell had gained momentum.
The disgusting youtube clip of one employee making pizza that is to be delivered with cheese that they had just stuck up their nose had hit a 250,000views.
on the first day it was posted on consumerist.com
THE RESPONSE:
Domino's VP of communications at the time Tim Mclntyre, quickly convened a response team to address the crisis.
First , Mclntyre's response team addressed the consumer safety issues, targeting mainstream media,blogs and employees; firing the employees in question; and notifying the local health department and police.
Next the response team targeted a wider audience on Twitter to address consumer questions; posted a public apology by the president of Dominos on youtube ; and took legal action to have the original video removed from youtube.
The Results:
Mr Mclntyre's seemed to be effective. within the first 24 hours it had addressed the key health issues, the videos and postings and with in another 48, Domino's started to engage a wider public audience in a dialogue and released a video from the CEO directly addressing the crisis.
Despite the effectiveness of Domino's response video , which garnered almost as may views as the remaining copy of the prank video within one week,mainstream media and blogs cited Domino's response as "Sluggish."
While the CEO's response video hit 300,000 views on you tube Domino's image was still tainted and it still had a lot to do before it could regain the publics trust
The Take away:
Every brand should establish a crisis response plan and social media infrastructure before a crisis happens, ensure employees at any level know that online misbehavior can result in offline consequences. As a brand ensure your legal team is prepared to communicate with digital platforms if unsavory copyrighted material needs to be removed..
Domino's Pizza.. faced one of the biggest fears any brand could face. In April 2009 social media fostered a sudden and wide spread attack on Domino's pizza after two of their rogue employees came up with a rather unpleasant idea of a prank.
The employees who were regular Joe's in Conover N.C soon known to the world people..
As you can can imagine the Dominos was going suffering a PR night mare and thats to say the least. the groundswell had gained momentum.
The disgusting youtube clip of one employee making pizza that is to be delivered with cheese that they had just stuck up their nose had hit a 250,000views.
on the first day it was posted on consumerist.com
THE RESPONSE:
Domino's VP of communications at the time Tim Mclntyre, quickly convened a response team to address the crisis.
First , Mclntyre's response team addressed the consumer safety issues, targeting mainstream media,blogs and employees; firing the employees in question; and notifying the local health department and police.
Next the response team targeted a wider audience on Twitter to address consumer questions; posted a public apology by the president of Dominos on youtube ; and took legal action to have the original video removed from youtube.
The Results:
Despite the effectiveness of Domino's response video , which garnered almost as may views as the remaining copy of the prank video within one week,mainstream media and blogs cited Domino's response as "Sluggish."
The Take away:
Every brand should establish a crisis response plan and social media infrastructure before a crisis happens, ensure employees at any level know that online misbehavior can result in offline consequences. As a brand ensure your legal team is prepared to communicate with digital platforms if unsavory copyrighted material needs to be removed..
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