PepsiCo has pulled the plug on an iPhone application that it launched earlier this month for its AMP Energy brand after a week of criticism on various social media sites from fans that say the marketing effort was sexist.

Social media is not only a powerful tool for marketers but in its truest form it is a tool for the people. Fans spoke their minds about the Amp Up Before You Score application through well-known networking sites such as Facebook and Twitter.

“We have decided to discontinue the AMP iPhone application,” a Pepsi representative said in a statement. “We’ve listened to a variety of audiences and determined this was the most appropriate course of action.”

The application itself was set to provide men with pickup lines and background information through digital flip cards for 24 different types of women including; rebound girl, treehugger and cougar. The app was apparently also able to suggest strategies for seducing married women and featured a brag list for participants to keep whatever details they could remember about the woman they had met. Participants were also encouraged to flaunt it by broadcasting their scores through their social profiles.

Amp Up Before You Score was built by Interpublic Group digital agency R/GA and was made available to those 17 and older for free. This demographic did fit in perfectly with Pepsi’s Amp Energy drink which targets men aged 18-24.

Needless to say the people have spoken and the amp quickly became discontinued after bloggers and tweeters called the move a failure and the story spilled over into news stories on National Public Radio, CNN and Fox News.

Pepsi sent out a tweet on October 12, 2009 apologizing for the incident saying it was meant to “show the humorous lengths guys go to pick up women.”