1) You hand someone a Smirnoff Ice beverage
2) The recipient must take a knee and drink the entire sugary drink in one sitting
3) The recipient has a Smirnoff Ice beverage on hand
IN WHICH CASE
4) The original participant must drink both.
5) If you refuse, you are banned from the game and everyone makes fun of you.
The website, www.BrosIcingBros.com features the official rules and a series of ridiculous photos and videos of “bros” icing one another – or the aftermath of what happens after too much icing. The supporting Facebook page has nearly 20,000 fans and the term “icing” has been a trending topic on Twitter and new apps like “The Treehouse” have even begun marketing themselves as tools to promote the fad.
While Smirnoff claims they had nothing to do with the campaign, someone should take credit. While I personally don’t see myself carrying around a bottle of the girly malt beverage in my purse “just in case,” I do commend the program for having many of the core qualities of an excellent social media stunt. This includes:
Invitation to Participate – The structure and the simplicity of the rules allow essentially anyone to play (age appropriate, of course!)
Emotion – In this case, the positioning of BrosIcingBros.com and its corresponding social media components emphasizes humor, which will always attract some crowd. The fact that there are winners and losers also brings out the competitive side of people and draws them into the game, at the very least to see what it’s all about if not to play.
Incentive to Share with Others – Again, because there is a competitive and humorous angle, participants naturally feel compelled to post pictures and share links within their social networks.
Novelty – To date, there hasn’t been anything quite like this game. People want to be on the cutting edge and see what all the fuss is about.
Cultural Relevance – The game taps into the “frat boy” culture, which is alive and well thanks to movies like Old School and Superbad.