Social media fail – Pepsi alienates female audience with “pick-up” app

Pepsi ought to leave the dating scene to the pick-up artists. Their attempt to create a humorous app has resulted in an epic fail.

When it comes to dating, the difference between success and failure often comes down to delivery. And as Pepsi Co. learned this week, even a good bit of self-deprecation can’t fix a poorly executed pick up line.

Pepsi’s AMP energy drink released a new app — “Amp Up Before You Score” — which got into trouble with more than a few people for the way it approached the fairer sex.

Pepsi quickly took to social media to apologize, but by broadcasting the apology across platforms and brands (and including a self-deprecating hashtag), Pepsi helped turn the tkt into a tempest.

“Before You Score” categorizes women into 24 types — including “Cougar,” “bookworm,” “treehugger” and “rebound girl” — and then gives users conversational resources, namely wikipedia articles and other superficial info to help with pickup lines. In an additional layer of sensitivity, the app connects to social media so that users can share their conquests: “Get lucky? Add her to your Brag List. You can include a name, date and whatever details you remember.”

In one sense I give them credit for trying. Brands need to find new ways to reach their audience, but this effort is just hilarious.

  

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