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YouTube and the Domino’s effect
April 17th, 2009 | Darrell Corriveau
A recent report in the NY Times presents an interesting dilemma for organizations and the management of their brands.
A “prank” video from two Domino’s Pizza employees shows them preparing delivery orders in various unsavoury ways. Despite the fact this is a really bad way to gain your 15 minutes of fame, the video received more than a million hits and the result is major damage to an otherwise strong and well-regarded brand. The article notes “References to the video were in five of the 12 results on the first page of Google search for Domino’s, and discussions about Domino’s had spread throughout Twitter”. Despite the two offenders being charged and admitting it was a fake, the Domino’s name was tarnished in record time. The brand will presumably rebound, but the adage that “no publicity is bad publicity” might need to be rethought.
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This post has 1 comment, add your own below
Philip Unger - 17 Apr 09 @ 13:42:11
This incident should be added as a case study next to Tylenol as classic examples of how to, or in this case, not to deal with a crisis affecting your brand. Companies spend considerable money on their “logo police”. They may now have to commit resources to scanning the various social media sites, in order to be able to react immediately to anything that may undermine their brand(s).