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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