The vice-president of communications for Domino’s Pizza International (Domino’s), faced a significant threat to his company’s reputation involving negative social media exposure. A video had been posted online two days earlier via YouTube by a Domino’s employee, and showed two Domino’s employees at a North Carolina franchise tampering with customers’ pizza and sandwich orders. The employee stuck cheese up his nose, and sneezed on the food prior to boxing it up and could be overheard in the video gleefully admitting the orders would soon be delivered to unsuspecting customers. The video went viral; it had been reposted to Twitter and Facebook, and received almost a million views and various comments on YouTube. The video was also receiving attention from both local and national media channels. The senior executive team of Domino’s was meeting with the vice-president in a matter of hours, and Domino’s social media team would need to devise a plan to respond to the viral video to protect Domino’s strong brand image before it was too late.