Today there is an iPhone app for just about anything you could possibly want. As a PR tool, it seems that launching an iPhone app can be a great way to reach consumers and promote your product. Recently, Pepsi jumped on the bandwagon and launched their own iPhone app for their Amp Energy Drink. The app brought massive amounts of attention to the soft drink company, but it probably wasn't quite the attention they were hoping for.
The app is called "Before you Score" and it promises to provide consumers with "up-to-the-minute info, feeds, lines and much more to help you amp up and talk to your favorite kinds of women -- 24 in all." The app categorizes women as one of 24 possible types and then provides you with all the possible information you could possibly need to successfully "score" with any woman. Once you have successfully "scored," the app advises you to brag about it to all of your friends.
The app is obviously targeted at males, but Pepsi apparently didn't think about the negative consequences of this app. Stereotyping women into 24 categories and then promoting the exploitation of women through sexual conquests probably isn't the best way to create a "buzz" about your product.
Pepsi and AMP have since issued an apology stating that they were sorry if the app was offensive, but they have yet to pull the app from the iTunes store. A #pepsifail hashtag was also created on Twitter so consumers could easily express their opinions about the app.
Mashable blogger Adam Ostrow said, "There are really only two ways this story could go from here: it could just quietly die down, or #pepsifail could become so loud that Pepsi and AMP have to do something more dramatic, like pull the app. Ultimately, that will depend on how loud those offended become about “before you score” and how much support they’re able to rally."
This just goes to show that creating a "buzz" about your product may not always be a positive thing. Whether this mishap quietly dies down or whether Pepsi suffers consequences from their seemingly foolish decision, they will likely think twice before pulling a stunt like that and alienating an entire sex.
Original Articles:
http://mashable.com/2009/10/12/pepsi-and-amp-app/
http://www.sfgate.com/cgi-bin/blogs/bottomline/detail?entry_id=49545&tsp=1
http://mashable.com/2009/10/12/amp-before-you-score/
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1 comment:
What a ridiculous app! I need to see how this actually works before I complain too much, but the premise alone sounds like they are catering to an ignorant slice on the audience. And you are right-- they are alienating half the population!
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