Latest in the lineup of social media screw-ups is Pepsi’s iPhone app, aptly named AMP UP Before You Score. The app is built around a guide on how to pick-up women , and then if getting lucky, various ways to brag about it by posting stories online and sharing with friends. Not very smooth, Pepsi.
According to Sky News, the women’s blog Jezebel, criticised the brand’s iPhone service as “completely unacceptable and ridiculously offensive”. I don’t feel I have much to add to that as I completely agree.
Pepsi’s app feels like a spoof concept and I can’t imagine how it actually managed to get through various stages of corporate approval before being let out in the public domain. At some point someone must surely have looked at it and though:
Hey, is this really in line with our corporate brand values and are we prepared to possibly alienate half of our customer base to pick some cheap points with AMP demographics?
Well, clearly nobody did and now Pepsi has since further used their social media skills to apologize via twitter using the hashtag #pepsifail where they tweeted:
Our app tried 2 show the humorous lengths guys go 2 pick up women. We apologize if it’s in bad taste & appreciate your feedback. #pepsifail
The problem with Social Media is that it is, ehr, Social and public. Even if your campaign is very well suited for the intended audience you need to consider that everyone else and their dog is going to find out about it also.
Cheers, Pepsi! I’ll buy you a coke!
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