When I think marketing, I am fascinated by the many different ways marketers attract our attention. One area I am particularly interested in is guerilla marketing. Last June, a viral marketing campaign for Smirnoff Ice was initiated to increase awareness of the Smirnoff Ice product – a “girly” vodka based mix. “Icing”, as named after Smirnoff Ice, is a game where a person may hand a bottle of Smirnoff Ice to another, and the victim will have to chug the drink on one knee. However, if the victim happens to be carrying a bottle of Smirnoff Ice, he can reverse the attack and the initiator will have to drink both bottles.

This game became a phenomenon, where pictures and videos surfaced on facebook, youtube, and the designated BrosIcingBros.com. Guys who previously would never be caught buying Smirnoff Ice were seen pranking their friends or simply shielding themselves from the attacks. Smirnoff has declined any involvement with the campaign, as many have criticized the company for promoting a binge drinking game. However, brand awareness increased and so did product sales.

I think this marketing campaign was brilliant – intentional or not. Not only did it increase brand awareness, but it increased the market segmentation for Smirnoff Ice as well. People of all ages (ranging from college kids to grown adults) were seen promoting this game through the numerous posts of pictures and videos. It was an alternative to beer that satisfied the wants of consumers and was definitely differentiated – no other company had produced a game with their product and thus, the campaign collapsed on an opportunity that definitely paid off. The use of social media was huge in promoting this campaign, which would probably not have been as successful if the right technology didn’t exist. This guerrilla marketing campaign’s ability to attract so many people was a huge factor in it’s success!

Someone gets iced during his wedding.

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