A news story from 2009 about the Domino’s employees who created a disgusting YouTube video.
Domino’s CEO Patrick Doyle responded quickly with a YouTube video of his own – in which he took responsibility for the situation and reassured customers.
Domino’s then worked with ad agency Crispin Porter & Bogusky to create a whole campaign called “The Pizza Turnaround” around its frank assessment of customer complaints (many from Tweets on Twitter) about their pizza.
The results? Sales went up over 14%. Company stock price went up 150%. The number of Facebook fans increased from 400,000 to 2.6 million.