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Archive for Thursday, October 15, 2009

iPhone app draws fire for stereotyping

October 15, 2009

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— PepsiCo Inc. is facing criticism for an iPhone application that promises to help men “score” with two dozen stereotypes of women by giving users pickup lines and a scoreboard to keep track of their conquests.

An apology by the company — which is using the app “Amp up before you score” to market its Amp energy drink — is igniting more online criticism. But the company is sticking by the app.

Spokeswoman Nicole Bradley said the application is available only to people 17 and older who “choose to opt in to the experience.”

“The application was designed to entertain and appeal to Amp’s target. We’ll continue to monitor the feedback from all parties and act accordingly,” she said.

The free application, released in the last week, was still available Wednesday.

PepsiCo probably won’t take the application down immediately, so the chatter can continue, said Kevin Dugan, director of marketing at Empower Media Marketing in Cincinnati.

“I think their goal was to get noticed and, well, it looks like that strategy has paid off,” Dugan said.

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