Part A Info
Part B Info
Domino’s “Special” Delivery: Going Viral Through Social Media
Peeples, A., Vaughn, C., and O’Rourke, J.S. (Editor)
February 15, 2018
Strategy & General Management
online, damaging videos, legal risk, negative impact, social media crisis
On April 13, 2009, Tim McIntyre, VP of Corporate Communications at Domino’s Pizza, received notification of the existence of a number of damaging videos that had been posted online. The videos showed Domino’s employees taking inappropriate and illegal actions while preparing food that was allegedly being served to customers. McIntyre knew that amateur videos filmed in one store could seriously damage the entire Domino’s brand, not to mention put the company at legal risk. The question for McIntyre is how to ensure that Domino’s responds in the best way possible to mitigate the negative impact of this social media crisis.