Oct 10 2010
Bros Icing Bros
“Getting Iced,” is the new viral sensation that is rumored to have been started by two frat guys. One can read the rules and it is adequate to say that this game is aimed the college market, where bros embarrass other bros by getting them to drop to one knew and drink large amounts of Smirnoff ice in a small time window. Moreover, this “game” has leaked out of the frat houses and has become a viral sensation.
Smirnoff claims to have nothing to do with the new consumer generated craze, most likely because the game promotes underage, irresponsible and public drinking. Whether Smirnoff has any involvement or not, this new “marketing tactic” is positive for Smirnoff’s sales and revenue, however, potentially negative for its image.
The blogging community has had mixed reviews of the bros icing bros campaign, some say it’s a funny joke between bros, other say its it’s a disgusting immature display, one which they would never been involved. Nevertheless, in this case, any publicity is good publicity for Smirnoff. The spontaneous birth and rapid uprising of Smirnoff Ice’s new fad displays the power of viral branding and social media.