Thursday, April 16, 2009

A Video Prank at Domino’s Damages Its Brand - NYTimes.com

Another social media reality check; read the full article for details

In social media, “if you think it’s not going to spread, that’s when it gets bigger,” said Scott Hoffman, the chief marketing officer of the social-media marketing firm Lotame. “We realized that when many of the comments and questions in Twitter were, ‘What is Domino’s doing about it’ ” Mr. McIntyre said. “Well, we were doing and saying things, but they weren’t being covered in Twitter.”

By Wednesday afternoon, Domino’s had created a Twitter account, @dpzinfo, to address the comments, and it had presented its chief executive in a video on YouTube by evening.

“It elevated to a point where just responding isn’t good enough,” Mr. McIntyre said.

A Video Prank at Domino’s Damages Its Brand - NYTimes.com

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