Lots of vitriol being poured out about Pepsico’s AMP UP Before You Score branded app (see Twitter search results to the left) and this Mashable piece.
Most of the opinion (most of which is just people retweeting) is overwhelmingly negative, but then how many people of these people have actually tried it out?
I did, and this app has its tongue placed very firmly in its cheek. Would a branded app supporting a fairly bland energy drink have got this much coverage or attention if it didn’t pose as misogynistic?
Based on the branding of the product it’s pretty obviously male-targeted anyway . Maybe Pepsi should have been less obvious about their involvement (PepsiCo stated as the developer and copyright holder on the App Store page [screengrab]) but then that would have come out at some point anyway – their name is on the cans.
The criticism on Twitter, using the #pepsifail hashtag, in the reviews on the iTunes Store and in other places amounts to ‘Pepsi don’t want women to buy from them’. Some are calling it a fiasco. Just like Motrin moms and countless other ‘storm in a social teacup’ incidents, this will blow itself out before the end of the week. People (the mass market/general public) will be unaffected and life will go on as normal, but a lot more people will know what AMP is. Not quite the fail that the voices of protest wish it would be. More to the point the outrage is going to nothing more than fuel the popularity/notoriety of the effort.
Update: Mashable post on Pepsi’s apology for ‘bad taste’