Pepsi Reputation Management Showcase

Reputation Management & Social Media
Showcase
This showcase is made foreducationalpurposesonly. Engagement Media has no relations withany of the personsorcompaniesquoted in thispresentation.

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The AMP energy brand

iPhoneapplication: ‘AMP up beforeyou score’.
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On Oct 8. 2009 the promotional video goes online
Stats per oct 17. 2009

The situation
Pepsico’senergy drink ‘AMP energy’ targets men.
To facilitate men in theiramoureuseadventurestheydeveloped the ‘AMP up beforeyou score’ applicationwithpick up linesand additional info.
The application went a little bit furtherbystereotypingwomen in ‘types of women’ forexample ‘dancer’, ‘married’, ‘rebound girl’, and ‘twins’.
OnYouTube the asked men to bragabout the factthat the applicationworked.
Sohereis whathappened.
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Hundreds of reactionsongirloriënted website: Jezebel
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Girl website has negative reactions

NegativereactionsonYouTube
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Dates Oct 12 & 13 2009
174 reactions on Oct 17. 2009

…. and fans onYouTube
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Dates Oct 12 & 13 2009
174 reactions on Oct 17. 2009

Social Media news website MashableOct 12. 2009
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There is an overwhelming number of reactions

AMP Energy apologizesonTwitterusing….
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the #pepsifailhashtag

Questions
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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
Screensadjustedforpresentationpurposes

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

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It gets bigger, New York Post Oct. 15

And itgoesglobal… London
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And itgoesglobal…Amsterdam
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It gets bigger, AdvertisingAge writing an article

To becontinued…
Updates wille beadded to thispresentation
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