Dominos Special Delivery A
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Transcript of Dominos Special Delivery A
DOMINO’S “SPECIAL” DELIVERY:
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MONDAY AFTERNOON CRISIS
4:30 p.m., Monday, 4/13/2009VP of Communications, Tim McIntyre, receives alert that vulgar videos featuring Domino’s Pizza employees contaminating food have recently been posted on YouTube.
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THE “OPUS PIECE”3
THE BLOG SITES
Within hours of surfacing, two prominent blog sites posted links to the videos to “protect the public interest.”
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Sources:http://www.goodasyou.org/whats_this/http://www.consumermediallc.org/index.html
THE GAME PLAN
pinpoint where this store was located
Find out that there weren’t 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
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THE CULPRITS
By 11 p.m. Domino’s had positively identified the video’s director, Kristi Hammond, and star, Michael Setzer:
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Kristi Hammond Michael SetzerDirector & Narrator Actor Sources:
Personal Interview with Tim McIntyre
LAUNCHING A SOCIAL MEDIA COMPONENT DURING THE CRISIS:
Domino’s had a social media team that was building a plan to introduce Domino’s 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.
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PUBLIC PERCEPTION
Somebody’s tainting food at Domino’s.
Somebody posted a hoax video starring Domino’s.
What is Domino’s doing about it?
The critique of how Domino’s handled these rogue employees.
How do brands protect themselves and their reputations in the YouTube era?
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SUMMARY OF THE CRISIS
4:30 p.m. Monday: Domino’s 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)
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THANK YOU FOR YOUR ATTENTION !
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