Here’s a sobering look at how two Domino’s employees making a prank video that went viral caused tremendous damage to the brand. Talk about a public relations digital disaster!
(excerpted from the NY Times article)
Online comments helped the police identify Kristy Hammonds and Michael Setzer as the makers of a troubling kitchen video. Two Domino’s Pizza employees filmed a prank in the restaurant’s kitchen, then decided to post it online. In a few days, thanks to the power of social media, they ended up with felony charges, more than a million disgusted viewers, and a major company facing a public relations crisis.
In videos posted on YouTube and elsewhere this week, a Domino’s employee in Conover, N.C., prepared sandwiches for delivery while putting cheese up his nose, nasal mucus on the sandwiches, and violating other health-code standards while a fellow employee provided narration.
The two were charged with delivering prohibited foods pharmacieinde.fr.
By Wednesday afternoon, the video had been viewed more than a million times on YouTube. References to it were in five of the 12 results on the first page of Google search for “Dominos,” and discussions about Domino’s had spread throughout Twitter.
As Domino’s is realizing, social media has the reach and speed to turn tiny incidents into marketing crises. Full article link here: