Why Smirnoff Doesn’t Get Social Media?

A while back we wrote about a phenomena that took bros by storm across the United States. The viral game has garnered media attention for the brand and also helped move cases of the beverage. The girly beverage of the alcopop kind would have never found an audience amongst the bro crowd, but it did just because of this game. But Smirnoff’s parent company Diageo was not pleased with the way their brand has been used and decided to close the game’s main website brosicingbros.com which now shows a blank page with the message “We had a good run Bros..” on it.

3OH!3 Got Iced On Stage

This was certainly a marketing and PR misstep by Diageo, the only way they could make it worse is by taking legal action against those behind the website. Now it is totally understandable if Smirnoff’s Marketing execs groaned with their palms across their faces when they first heard about this game but they should have capitalized on it instead of icing it. This can be poison to the brand, especially since the whole game is based on the perception that the drink is a girly and will make you gag, but there were ways that they could have spun the exposure to their advantage.

Bros Icing Bros — Learn Social Media by Example

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

The Latest Drinking Game

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.

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