A blog about new media and it’s role in IMC.

Dominos needs a bailout

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Youtube has the potential of creating sensations (see Susan Boyle, the current contestant on Britain’s Got Talent) But it also has the potential of damaging a brand.

A viral video taped at a North Carolina Domino’s Pizza restaurant where workers were featured putting ingredients up their nose and then putting them on pizzas to be delivered has caused a PR nightmare for the company.

The president of Dominos, Patrick Doyle, had to tape a message apologizing and discussing the company’s commitment to food safety.

The workers at the Dominos have been fired, charged with food tampering, and the restaurant was closed and completely sanitized. Complaints from customers have filtered in claiming the food made them ill.

See coverage of the crisis here

A clip from the story:

“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, 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.”

How can a company respond to such viral marketing nightmares? That’s a great question that the marketing industry is going to have to debate.

Written by fsk50a

April 17, 2009 at 3:19 am

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