Reputation Management & Social Media

This showcase is made for educational purposes only. Engagement Media has no relations with any of the persons or companies quoted in this presentation.

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The AMP energy brand

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iPhone application: ‘AMP up before you score’.

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On Oct 8. 2009 the

promotional video

goes online

Stats per oct

17. 2009

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The situation

Pepsico’s energy drink ‘AMP energy’ targets men.

To facilitate men in their amoureuse adventures they developed the ‘AMP up before you score’ application with pick up lines and additional info.

The application went a little bit further by stereotyping women in ‘types of women’ for example ‘dancer’, ‘married’, ‘rebound girl’, and ‘twins’.

On YouTube the asked men to brag about the fact that the application worked.

So here is what happened.

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Hundreds of reactions on girl oriënted website: Jezebel

Girl website

has negative reactions

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Negative reactions on YouTube

Dates Oct 12 & 13 2009

174 reactions

on Oct 17. 2009

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…. and fans on YouTube

Dates Oct 12 & 13 2009

174 reactions

on Oct 17. 2009

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Social Media news website Mashable Oct 12. 2009

There is an overwhelming number of reactions

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AMP Energy apologizes on Twitter using….

the #pepsifail hashtag

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Questions

Why did they bring in the Pepsi brand?

Was this a coordinated action with Pepsi(co)?

Why not react on Jezzebel?

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‘feeding’ the twitter community with the #hashtag

Screenshot Oct 17. 2009

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Is re-tweeted by Pepsi

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...and by the Corporate Twitter of Pepsico

Screens adjusted for presentation purposes

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It gets bigger.... WSJ.com Oct. 14 2009

Screenshot adjusted for presentation purposes

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It gets bigger, New York Post Oct. 15

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And it goes global… London

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And it goes global…Amsterdam

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It gets bigger, AdvertisingAge writing an article

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To be continued…

Updates wille be added to this presentation

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