Domino's Pizza Media Crisis Research Paper Example | Topics and Well Written Essays - 2000 words

eye masks Pizza Media Crisis - Research Paper ExampleThe women holding the camera spoke the following vulgar words while filming the characterisation We all have our secret ingredient....and in about five minutes they go away be sent out on delivery where somebody will be eating these. Yes, eating em. And little did they know that cheese was in his nose and that there was some lethal gas that ended up on their salami. Now, thats how we roll at Dominos. (Actual words of Kristie Hammonds). (Jacques 2009). What made matters worse was that both employees, the female holding the camera and the man performing various resistant acts of contamination with the food, were in Dominos uniform. The video was shot during working hours and the female employee repeatedly claimed that the contaminated food would soon reach innocent, unsuspecting customers. there were a total of five videos uploaded on YouTube by Kristie Hammond and they went viral within the span of a few minutes. One of the vid eo was of 2.26 minutes duration and was named Dominos Pizzas Special Ingredients, and showed Michael Setzer passing gas on salami and sticking pieces of cheese up his nose before inserting them into a sandwich. Meanwhile, Kristie joked consistently and claimed that food contamination occurs day-after-day at Dominos. The other videos were titled Sneeze Sticks, Poopie Dishes and Dominos Pizza Burger. One of the videos also showed the name of the customer to which Kristie narrates, that the contaminated food would be delivered to. Later, the employees stated that the videos were a prank and none of the food they delivered was actually tempered with. However, the damage was done and the video was much talked about and many online conversations on Facebook and chitter made it the foci of their attention and this was the primary reason why the issue became a social media crisis. By April 15, the first page offered on Google search for Dominos contained at least five out of twelve refere nces of the food tampering video on YouTube. (Jacques 2009). Objectives For the first 24 hours, Dominos executives did nothing in the wish that the issue would resolve by itself. However, when this did not happen, the executives were forced into action. The first objective in reversing the damage done to their Company was the identification and the subsequent dismissing of the twain employees, Kristie Hammonds and Michael Setzer. The arcsecond objective was to contact the local authorities and issue a warrant for their arrest. The third objective was the removal of the food tampering video from YouTube and to contact the consumerist and goodasyou.org, two popular blog sites. The fourth objective was to call the local health department for the inspection of N.C. Dominos store, where the video was filmed. The fifth objective was the military issue of a formal press release and the creation of an account on Twitter to issue responses to online conversations and to dedicate time in reassuring customers about the detail that this was an isolated incidence and strict safety and cleanliness measures were followed at all Dominos stores. The sixth objective was to launch an apology video on YouTube featuring the electric chair of Dominos. (Jaffe 2010). Programming On 13 April, Dominos headquarters was alerted for the first time about the disturbing videos posted on YouTube. The first someone at Dominos to learn about the videos on was the company