A public apology was made by Amp on its Twitter feed (@ampwhatsnext) which introduced the app and its questionable content to a larger audience. Even worse is that the apology included a new Twitter hashtag, #pepsifail, and was retweeted on several other Pepsi feeds. That had the effect of not only causing more people to become aware of the app, but also increased the furor towards it and towards PepsiCo.
A post on Advertising Age noted that Pepsi's strategy seems to be somewhat confused, as they haven't pulled the app, and by linking the Amp Energy app to the Pepsi brand they're beginning to get heat for the entire brand -- not just the app.
An App Store review by iPhone developer Raven Zachary said it best: "Dear Pepsico, your iPhone app, AMP UP before you score, is offensive and is a great new case study for branded apps gone wrong." You have to wonder, though, if this is actually working to introduce many more people to the Amp Energy brand.