Domino’s followed the right recipe in defending a tasteless PR effort
Saturday, April 18th, 2009By: Allen Adamson
Domino’s knows the recipe for getting its pizza out the door fast and right. It also knows the recipe for smart action in times of PR dust-ups. After a couple of pranksters (and now former Domino’s employees) posted a satirical video about the company on YouTube, the company acted in precisely the way it should have, using four key ingredients for situations like this one. First, it acted fast, putting together an explanatory video of its own. Second, it made use of multiple media channels, most appropriately those that would reach its intended audience. Third, in the video, the president of Domino’s didn’t shake the “big industry,” fist, but rather made clear who had been hurt – the 125,000 hard-working employees of the company who are like hard-working people everywhere. Real people with real lives. Last ingredient, the Domino’s video was simple, to the point, and not at all slickly produced, making it appear as credible and heartfelt as it was. In a marketplace of instantaneous connection with the potential for spontaneous combustion, the Domino’s brand followed a perfect PR recipe for success. Read more about it in MarketingShift here.
