Digital Signage Hacking Crisis
Digital Signage Hacking Crisis
THE SITUATION
In the dark of night, a digital sign for a prominent intermountain-west organization was hacked and their message replaced by a racial slur. Fortunately, the issue was discovered and fixed by 6 a.m., but a passing motorist captured video of the sign and posted it to YouTube. By 10 a.m., the video had gone viral and was garnering coverage from several prominent national media outlets.
THE TASK
The company engaged us to help contain the crisis and mitigate brand damage. We immediately began to divide and conquer with one team providing immediate response and another working on the broader strategy.
THE WORK
Developed response strategy and messaging
Prepared and deployed spokesperson for initial media response
Facilitated conference calls with local organizations representing affected minority group
Organized and coordinated a joint press response with key organizations
Executed, monitored and responded to traditional and social media responses
THE RESULTS
The organization condemned the hurtful statement and apologized to the public. They explained how they had reached out to the affected minority group and how they were taking new security measures to better secure digital properties. The response helped mitigate damage and fallout of the one-day story, and positioned the company as a responsible organization. The minority group publicly praised the organization’s messaging and efforts.