What is it about?
Fans have always taken the control of the brands that they love, and social media gave them the platform to voice their fanaticism and be heard. We have seen it time and time again and never gets old.
About the campaign
There is a new drinking game that is taking college campuses across the states by storm, it originated in the bro houses of the colleges of South Carolina.
Bros are infamous for collar-up polo shirts, live strong bracelets, slippers and spending way too much time drinking and playing video games. In the culture of the frat house, there is a consistent pressure on the bros to prove just how un-gay they are, and there is nothing more insulting to a bros reputation than being seen drinking a pussy drink such as Smirnoff Ice. And from that lore the Icing game rose.
The game has very simple set of rules;
Simply the sissy nature of Ice, is what makes this such a great game. Add to that the unspoken rule that requires the humiliation of your bro victim even further by posting it on the web on sites like Bros ICING Bros, and You Got Iced! there is even a site offering a prize for the 1st person that ices Ashton Kutcher, the closest thing the web has to a Bro King.
This phenomenon really took off when it was adopted by the Old Bros on Wall street, and they started to partake in the mindless fun … at work!
Facebook Account (Bros-Icing-Bros): 4,800++ Followers
While the buzz and spreading of the game is done offline, the documentation and shaming is done on the web where there are sites and blogs dedicated to posting photos of those who have been Iced. Youtube is filled with videos of Bro Icing.
Why did it do what it did?
Now Bros, like mentioned above, will jump on any opportunity to shame there fellow bros. They also like to collect evidence that their fellow bro is more of a pussy than they are. And this game plays on those two central motivators for the bro mind and it tags a brand to it, not Mike’s Hard Lemonade and nor Bacardi Breeze but a Smirnoff Ice.
You don’t have to do everything yourself! While there is no evidence that this is a viral marketing campaign by Smirnoff to promote its brand, it still manages to promote their drinks none the less. If this turns out to be an organized viral campaign then it is absolutely a brilliant one.
Jump on the Buzz! If this was not a marketing campaign by Smirnoff, then by all means they should capitalize on the buzz by adopting it and playing along, maybe they should be the ones that ‘Ice’ Kutcher.
Revel in the negative and use it. The corner stone of this game is how unmanly and utterly vomit inducing some of the flavors of Smirnoff Ice is, and yet all that doesn’t register and what does is actually how fun Ice as a brand can be.
What do you think of the campaign? Did you hear of it? Let us hear your thoughts.