A few days ago, started going around a video made by two domino’s employees treating customer sandwiches in disgusting, inappropriate way, and actually showing their “special ingredients”.
after a few million hits, the chain figured it was time for a response: fight fire with fire!
The prsident of Domino’s USA, himself is on the response video. The subtlety concerns the right equilibrium they chose between the two standard responses of crisis management (respond and take the risk of alerting people who hadn’t seen it, or shut up and let rumors go wild about your company). by posting the video on youtube, relating it to the initial one, and paying for sponsoring, (all that added to the incredibly radical actions described in the president’s video), Domino’s seems to handle quite well.
OutsideUp 