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    Dominos Special Delivery A

    Uploaded by

    Yana Indenburg
    1) On Monday April 13, 2009, Domino's VP of Communications received an alert about vulgar videos posted on YouTube showing Domino's employees contaminating food. 2) Within hours, the videos spread to prominent blog sites like Goodasyou.org and Consumerist.com to "protect the public interest." 3) By 11pm that day, Domino's had identified the video's director and star as Kristi Hammond and Michael Setzer from a store location determined not to have any orders at the time.

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    Dominos Special Delivery A

    Uploaded by

    Yana Indenburg
    157 views10 pages
    1) On Monday April 13, 2009, Domino's VP of Communications received an alert about vulgar videos posted on YouTube showing Domino's employees contaminating food. 2) Within hours, the videos spread to prominent blog sites like Goodasyou.org and Consumerist.com to "protect the public interest." 3) By 11pm that day, Domino's had identified the video's director and star as Kristi Hammond and Michael Setzer from a store location determined not to have any orders at the time.

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    1) On Monday April 13, 2009, Domino's VP of Communications received an alert about vulgar videos posted on YouTube showing Domino's employees contaminating food. 2) Within hours, the videos spread to prominent blog sites like Goodasyou.org and Consumerist.com to "protect the public interest." 3) By 11pm that day, Domino's had identified the video's director and star as Kristi Hammond and Michael Setzer from a store location determined not to have any orders at the time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    157 views10 pages

    Dominos Special Delivery A

    Uploaded by

    Yana Indenburg
    1) On Monday April 13, 2009, Domino's VP of Communications received an alert about vulgar videos posted on YouTube showing Domino's employees contaminating food. 2) Within hours, the videos spread to prominent blog sites like Goodasyou.org and Consumerist.com to "protect the public interest." 3) By 11pm that day, Domino's had identified the video's director and star as Kristi Hammond and Michael Setzer from a store location determined not to have any orders at the time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 10
    At a glance
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    The key takeaways are that a crisis emerged for Domino's after vulgar videos showing food contamination by employees were posted online. Domino's launched an investigation and response on social media to address the issue.

    Domino's responded swiftly to the crisis. They pinpointed the store location, identified that no orders were coming in, contacted the store owner and authorities, and launched a social media response, though it was earlier than planned.

    The public perceived that food was being tainted at Domino's and wanted to know how the company would handle it. There was critique of Domino's response to the rogue employees and how brands can protect their reputation in the YouTube era.

    D OMINO S S PECIAL D ELIVERY:

    GOING VIRAL THROUGH SOCIAL MEDIA (A)

    M ONDAY A FTERNOON C RISIS

    4:30 p.m., Monday, 4/13/2009 VP of Communications, Tim McIntyre, receives alert that vulgar videos featuring Dominos Pizza employees contaminating food have recently been posted on YouTube.

    T HE O PUS P IECE

    T HE B LOG S ITES
    Within hours of surfacing, two prominent blog sites posted links to the videos to protect the public interest.

    Goodasyou.org: GLBT activist group Mission: Investigate any organization/media outlet/ personality in regards to discriminatory language/actions

    Consumerist.com: 38th most popular blog site in the world Highlights persistent, shameless gaffes of modern consumerism; empowers consumers by informing and entertaining them about top consumer issues of the day

    Sources: http://www.goodasyou.org/whats_this/ http://www.consumermediallc.org/index.html

    T HE

    GAME PLAN

    pinpoint where this store was located Find out that there werent any orders coming into the store at that particular time

    identify the people and contact the independent store owner, the health department and the local police communicate with the most relevant audiences at the time

    T HE C ULPRITS

    By 11 p.m. Dominos had positively identified the videos director, Kristi Hammond, and star, Michael Setzer:

    Sources: Personal Interview with Tim McIntyre

    Kristi Hammond Director & Narrator

    Michael Setzer Actor

    L AUNCHING
    7

    A SOCIAL MEDIA

    COMPONENT DURING THE CRISIS :

    Dominos had a social media team that was building a plan to introduce Dominos to Facebook, to Twitter and to some of the other relevant social media sites. So it was already in place. But they ended up having to jump in during a crisis, which was the opposite of how they wanted to do it.

    P UBLIC

    PERCEPTION

    Somebodys tainting food at Dominos. Somebody posted a hoax video starring Dominos.

    What is Dominos doing about it?


    The critique of how Dominos handled these rogue employees.

    How do brands protect themselves and their reputations in the YouTube era?

    S UMMARY

    OF THE

    C RISIS

    4:30 p.m. Monday: Dominos is alerted about vulgar videos showing food contamination by employees in uniform in an unidentified store

    Within 24 hours: 250,000 million hits on YouTube for more popular video
    Most senior management is out of town (day after Easter Sunday)

    T HANK

    YOU FOR YOUR ATTENTION

    10

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