Joshua Hammond, Nielsen Online
Social media can be a great equalizer. Periodically we see a new consumer generated media (CGM) item that breaks barriers and demands a deeper dive. This month, we saw a true “David vs. Goliath” moment play out online for one of the most widely recognized brands in America.
In the spring of 2008, Dave Carroll and his band, the Sons of Maxwell, were traveling to Nebraska from Chicago on United Airlines. What should have been a routine journey turned into yet another cautionary tale for customer …

A recent video made by two rogue and rude Domino’s employees left a bad taste in the mouth of customers who watched it. But, thanks to some social media tipsters, Domino’s was able to issue their own YouTube response quickly as a remedy to the potentially brand damaging viral video. The buzz online about the brand spiked during the crisis.

Patrick Doyle, President, Domino’s U.S.A., thanked the online community for the tip in his video and the brand also created a twitter account @dpzinfo to communicate.

According to data from Nielsen IAG, a Volkswagen ad featuring actress Brooke Shields was the most recalled new “traditional” ad during the four weeks between September 15 and October 12, 2008.
Recall refers to the percentage of television viewers who can recall, within 24 hours, an ad’s sponsor.