On March 12, 2018, one of Snapchat’s advertisements asked users if they would rather “Slap Rihanna” or “Punch Chris Brown.”
Twitter users responded that the ad was extremely tone deaf, and out right wrong because of Chris Brown’s abusive history with Rihanna.
After all the outcry on Twitter, Snapchat apologized:
“The advert was reviewed and approved in error, as it violates our advertising guidelines. We immediately removed the ad last weekend, once we became aware. We are sorry that this happened.”
Rihanna herself responded on her Instagram story:
“Now Snapchat I know you already know you ain’t my fav app out there! But I’m just trying to figure out what the point was with this mess! I’d love to call it ignorance, but I know you ain’t that dumb! You spent money to animate something that would intentionally bring shame to DV victims and made a joke of it!!! This isn’t about my personal feelings, cause I don’t have much of them…but all the women, children and men that have been victims of DV in the past and especially the ones who haven’t made it out yet…you let us down! Shame on you. Throw the whole app-oligy away.”
As a result of Rihanna’s call to delete the app, Snapchat lost about $1 BILLION in value, which is 5% of the company’s value.
This is not the first time an app’s value sunk because of a celebrity’s opposition, and surely it won’t be the last.
Will you delete the app, or keep it?