Domino’s set to take a social-media beating

These are wonderful times for social-media outrages. Some come like a bolt out of the blue, like the Motrin Moms fiasco. (For the life of me, I can't see what the hysteria was about. Sorry, mommy-blogging elite.) Others, like the Amazon glitch/conspiracy to remove the sales ranks of gay-themed books, are ripe for the fury of social-media channels like Twitter. And now we have Domino's. Let's face it, everyone worries what goes on behind the scenes at fast-food places. Some Domino's employees posted a video yesterday that apparently shows one of them putting snot on a sandwich and generally acting gross around food. (My favorite move, if only for its unconventional approach, the farting on the salami.) The video includes the narration, "That's how we roll at Domino's." (Maybe that's an homage to the Subway pitch video.) The original was removed, but a copy is still on YouTube. This is not Abu Ghraib, but it's sure to strike a chord. How long before this bounces around Twitter and blogs before The New York Times weighs in with a chin-scratching 1,500-word article a week later? What's Crispin Porter + Bogusky's response? Some more "taste stimulus" ads may not counteract the cheese-up-the-nose scene.

—Posted by Brian Morrissey

Publish date: April 14, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT