Zapylacz - Blog » dominos http://zapylacz.com/blog Online Branding and Marketing Services Wed, 28 Apr 2010 14:42:27 +0000 http://wordpress.org/?v=2.8.5 en hourly 1 Why companies need Social Media : Part 3 : Domino’s Youtube Scandal http://zapylacz.com/blog/dominos-youtube-scandal/ http://zapylacz.com/blog/dominos-youtube-scandal/#comments Sun, 23 Aug 2009 20:22:50 +0000 zapylacz http://zapylacz.com/blog/?p=86 Yet Another Related Posts Plugin.]]> Our next case in study is the Domino’s Youtube scandal. 4 months ago, 2 youtube employees posted a video that showed them spoiling the food they were preparing to be sent. The video showed one of the employees putting cheese in his nose and then using in the food as well as sneezing and spitting in the pizza’s. The video spread like wildfire and reached half a million views in its first three days itself. When the authorities came to to know they asked youtube to remove the video but I guess nothing can be removed from the Social Media permanently and it kept surfacing at quite a few places. The companies’ brand image took a HIT and a great great PR loss is what it ended in what the employees termed just as a ‘PRANK’. Though the employees have been suspended but both the company officials as well as outlet owners were seen shedding their faults, blaming each others.

All this resulted in heavy losses to the company. Unconfirmed reports said that the losses were up to a staggering $50 million as the company, which operates in 60 countries, bookings took a beating. Criminal cases had been filed against the employees and the President of the Domino’s himself used youtube to apologize for the incident.
Here’s the apology

But does that nullify the complete effect ? The answer is NOT COMPLETELY. While the original video took 3 days to reach half a million and was much over a million views before it was taken off Youtube the apology has under a million views, that too in 4 months duration. You can imagine the damage that it had done.
Things to be learnt : you need to keep a strong eye on this new age media as news here spreads Virally. It takes years to built trust and seconds to break that.

Article cross-posted on www.abhinavsahai.com

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