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Two Idiots, A Video Camera & An Awful Idea Using Multi-Media

Posted on May 5, 2009
Filed Under Social Media Optimization | 2 Comments

How Corporate Brands Can be Damaged with Viral Media:


When two Domino’s Pizza employees filmed a prank in the restaurant’s kitchen, they 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.

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. In November, Motrin posted an ad suggesting that carrying babies in slings was a painful new fad. Unhappy mothers posted Twitter complaints about it, and bloggers followed; within days, Motrin had removed the ad and apologized.

On Monday, Amazon.com apologized for a “ham-fisted” error after Twitter members complained that the sales rankings for gay and lesbian books seemed to have disappeared — and, since Amazon took more than a day to respond, the social-media world criticized it for being uncommunicative.

According to Domino’s, the employees told executives that they had never actually delivered the tainted food. Still, Domino’s fired the two employees on Tuesday, and they were in the custody of the Conover police department on Wednesday evening, facing felony charges.

But the crisis was not over for Domino’s.

“We got blindsided by two idiots with a video camera and an awful idea,” said a Domino’s spokesman, Tim McIntyre, who added that the company was preparing a civil lawsuit. “Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s, and that’s not fair.”

“We got blindsided by two idiots with a video camera and an awful idea,” said a Domino’s spokesman, Tim McIntyre, who added that the company was preparing a civil lawsuit. “Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s, and that’s not fair.

Comments

2 Responses to “Two Idiots, A Video Camera & An Awful Idea Using Multi-Media”

  1. Malcolm Chlan on May 5th, 2009 2:42 pm

    This was a very unfortunate incident for Domino’s. This can happen to any establishment. A prime example of how social networking platforms can so quickly tarnish a businesses reputation.

  2. canadian on May 6th, 2009 11:03 am

    er Dave, what is yer point?? you make lots of posts, but essentially never have a point-of-view. i used to read yer blog when it had good recruitin’ information , now, yer just trying to bee’s like the news, and that make yer boring daves….just saying ya’ll