1 Good Reason – Social Marketing

Social and Digital Marketing for the New Reality

1 Good Reason – Social Marketing header image 2

Follow Pepsi’s Amp App Fiasco as it unfolds

October 12th, 2009 · 2 Comments

The Pepsi brand “Amp” Energy Drink released an  iPhone application today with a very risque theme.  The basic premise is to help guys score with women by giving them pickup lines, links to local areas of interest to the targeted woman, and suggested quotes.  The application carries an NC-17 Rating on the Apple iTunes Store, which is fairly rare especially for a branded application relating to a major brand.

One of the things that I found interesting is that people who are offended by the brand and the application have labeled it as the “Pepsi App” not the “Amp” app. The detractors (and I’m one, I personally think the app takes the idea too far) have attached Pepsi to this impending PR Debacle.  It’s simply a matter of going after the deeper pockets idea, much like a lawyer will sue the corporation that owns the building rather than the bodega shop owner over the slip and fall injury.  And I do think that this type of transposition of responsibility is unfounded but it will most likely be effective.  And of course Adam’s article in Mashable pushed the right buttons, within an hour it had over 500 people voting on it.

Watch Twitter over the next few hours to see if Pepsi can react with the speed of Scott Monty and Ford to avert a PR disaster.  My feeling is that this is too sensitive a subject for it go without making it all the way to CNN. To follow this story as it unfolds use the following links:

Follow the comments on Twitter: http://www.twitscoop.com/search?alienate
Amp Energy Official Twitter:    www.twitter.com/AMPwhatsnext
Amp Energy Facebook Page:    http://www.facebook.com/AMPEnergy
Pepsi Official Twitter:                www.twitter.com/pepsi
B.Bonin Bough Director of Social Media for Pepsi www.Twitter.com/boughb

Twitter Hashtag #pepsifail http://search.twitter.com/search?q=%23pepsifail

Give me one good reason why this won’t kill the Amp drink brand:

Please post any new links in the comments!

Posted via email from ckieff’s posterous

Tags: Reasons For Net Marketing

2 responses so far ↓

Leave a Comment