Amp isn't the only brand on a quest to score
Of the many complaints that rained down on Amp Energy's "Amp Up Before You Score" iPhone app, a couple of common ones involved the notion of "scoring" with women and the creation of crude female stereotypes. It's sexist, many claim. But it's not like the PepsiCo brand is the only marketer using this rather common expression. Take Spectrum Brands' Remington shaver. It has kicked off a promotion to win a crazy weekend in Las Vegas. The effort includes an online game called the "Face of Success Challenge," which asks: "Think you can master the perfect look and slickest moves to score big with these lovely ladies?" The game then asks you to select from among, yes, five female archetypes: fitness instructor, retail consultant, paralegal, pharma sales rep and waitress/actress. Players choose pickup lines to test their success with the ladies. Will it meet with the same outrage? My guess is no, if only because "Spectrum Brands" isn't exactly "Pepsi" when it comes to name recognition. —Posted by Brian Morrissey Previously on AdFreak: |
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Published on October 16, 2009 | Permalink
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How will fallout over 'Amp Up' affect R/GA?
R/GA has a stellar reputation in the ad industry. Nike Plus is still a staple of presentations about the future of branding in digital. For the most part, the agency has not been a lightning rod of much controversy in the vein of a shop like Crispin. But it's in a new role this week in the aftermath of the uproar over Amp Energy's "Amp Up Before You Score" iPhone app, which has been slammed on blogs (including this one), Twitter, CNN, Fox News and NPR. Pepsi, which owns Amp, has been on the receiving end of most of the ire, but it was R/GA that created all those stereotypes and the brag list that's gotten everyone bothered (and the video above, done in the style of the iPhone ads, which has been handy b-roll for TV segments.) If the shop was courting controversy all along as a strategy to raise Amp's profile and its cred with the young-male target audience, it's done a good job of hiding those intentions. Jay Zasa, the creative director on the project, told me before the controversy erupted that he was surprised the app got a 17+ rating and thought it was lighthearted. No matter where you fall on the issue, there's no doubt that controversy sells. "Amp Up" is now the No. 2 most-popular free app in the iTunes entertainment category, and No. 11 overall. It's safe to say this is probably the most attention the Amp brand has ever gotten. A separate question is whether, in the long run, this will add to R/GA's reputation or live on as a blemish. What do your think? —Posted by Brian Morrissey |
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Published on October 15, 2009 | Permalink
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Does anyone not dislike Amp's iPhone app?
Pepsi's Amp energy drink is taking a beating for its new iPhone app, called Amp Up Before You Score. The app is supposed to help you score with 24 different types of women, which has some people upset over sexism and others over stereotyping. What types of women are listed, you ask? Twins and the Sorority Girl, of course, but there's also Married, Trouble and separate entries for Indie Rock Girl and Punk Rock Girl. What really ticked Jezebel off, however, is the app's suggestion that you brag about your conquests via Facebook or Twitter. In fact, the app wants you to keep a Brag List. Amp and Pepsi have already apologized via tweet. (In a bold move, they even included the #pepsifail hashtag.) A lot of blog space has already been wasted explaining why women won't like this app. What I want to know is whether it will do anything for the brand. Think of how many brands out there purport to help you score. What about this app sets the Amp brand apart from beer ads, or even Italian jeans ads? —Posted by Rebecca Cullers |
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Published on October 13, 2009 | Permalink
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