Showing how AMP UP energy drink brand, a daughter company of Pepsi, drags its parent company into a global reputation crisis.

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

3. 3 The AMP energy brand

4. iPhoneapplication: ‘AMP up beforeyou score’. 4

5. 5 On Oct 8. 2009 the promotional video goes online Stats per oct 17. 2009

6. The situation Pepsico’senergy drink ‘AMP energy’ targets men. To facilitate men in theiramoureuseadventurestheydeveloped the ‘AMP up beforeyou score’ applicationwithpick up lines and 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. Sohere is whathappened. 6

7. Hundreds of reactionsongirloriënted website: Jezebel 7 Girl website has negative reactions

8. NegativereactionsonYouTube 8 Dates Oct 12 & 13 2009 174 reactions on Oct 17. 2009

9. …. and fans onYouTube 9 Dates Oct 12 & 13 2009 174 reactions on Oct 17. 2009

10. Social Media news website MashableOct 12. 2009 10 There is an overwhelming number of reactions

11. AMP Energy apologizesonTwitterusing…. 11 the #pepsifailhashtag

12. Questions 12

13. 13 ‘feeding’ the twitter community with the #hashtag Screenshot Oct 17. 2009

14. 14 Is re-tweeted by Pepsi

15. 15 ...and by the Corporate Twitter of Pepsico Screensadjustedforpresentationpurposes

16. 16 It gets bigger.... WSJ.com Oct. 14 2009 Screenshot adjustedforpresentationpurposes

17. 17 It gets bigger, New York Post Oct. 15

18. And itgoesglobal… London 18

19. And itgoesglobal…Amsterdam 19

20. 20 It gets bigger, AdvertisingAge writing an article

21. To becontinued… Updates wille beadded to thispresentation To follow the updates Followus @ http://www.twitter.com/antaldewaij 21

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