The employees in question released a video on YouTube of them, amongst other things, putting cheese up their nose and then putting it in sandwiches. Now that is not the smartest move; every naughty schoolboy knows that if you are going to misbehave, you don’t advertise it globally! Unsurprisingly various consumer groups and outraged online viewers escalated this issue until Dominos had no choice but to respond. Unfortunately the original video can't be accessed as the employees in question have had it suspended due to forthcoming legal action being taken against them by Dominos. Oh dear, bet they never though that would happen!
You can find the video response from Patrick Doyle here.
If you want further evidence of how much content this is spawning and how excited the online world has become so quickly, got to Twitterfall and type in "Dominos" as a custom search - watch the tweets rise & rise!
This is a great example of the power of the social web - once something becomes public domain, you have no control over what happens to it. The community decides whether they want to share, embrace, condone or vilify. It has a direct impact on brand reputation, so every contact with social networks must be well thought through, well intentioned and effectively monitored.