Wow. In case you’ve been under a rock somewhere, here’s a recap of that Domino’s video prank gone awry.
Full disclosure, I have not watched the videos and don’t intend to 🙂
The videos can still be found here (I haven’t watched them, I’m told they were pretty nasty 🙂
Here’s a link to Domino’s response on YouTube.
Here’s Domiono’s twitter acct.
Some highlights from the story:
Domino’s was on top of the situation within about 48 hours — too long, according to some. The offending video received nearly 1 million views before it was taken down, which already represented significant damage to the brand.
On Wednesday morning, Domino’s decided a YouTube response would be necessary, Mr. Weisberg said. Mr. Doyle was featured in the video, saying rather woodenly, “We sincerely apologize for this incident. We thank members of the online community who quickly alerted us and allowed us to take immediate action. Although the individuals in question claim it’s a hoax, we are taking this incredibly seriously.” He adds in the video that the store where the videos were shot has been shut down and sanitized. The company, he says, is also conducting a wholesale review of hiring practices “to make sure that people like this don’t make it into our stores.”
The full implication of that statement became clearer when it was later revealed that Ms. Hammonds is a registered sex offender, which gave the story fresh media traction. Domino’s also opened a Twitter account to deal with consumer inquiries.
The Domino’s apology video had gotten 330,000 views at press time. The original offending video had reached nearly 1 million views when it was taken down Wednesday evening. A copy now has more than 345,000 views.
Are you beginning to see the importance of the social web? I’ll bet Domino’s does 🙂