![]() ![]() The game spread to other college campuses in the South. Within weeks, Joe says, "BrosIcingBros" became a hit, so much so that his classmates were carrying protective Smirnoff Ices in their backpacks to ward off attacks. "Infiltrating the fraternity or sorority market could be ideal." Heather Honea, a marketing professor at San Diego State University. "There are certain individuals that define social structures and drive the decisions other consumers make," says Dr. A lot of them drive SUVs and listen to Dave Matthews Band."īros are also "alpha consumers," at least on campus, which may be why the trend spread so quickly. A lot of them drink beer and wear backwards baseball caps. "A bro is a college-age person," he says. With the help of his frat brothers, the business major spread the word around campus and created to host pictures. Joe says he first heard about icing from fraternity members at the nearby College of Charleston, and decided to import it to his own school about six weeks ago. (he requested anonymity because he's looking for a job - internet marketing firms, take note). The creator of, the foremost authority on icing, says, "I've heard absolutely nothing from them." The brains behind the site, "Joe," is a 22 year-old recent college graduate who lives near Columbia, S.C. "The icing phenomenon is consumer generated," says Zsoka McDonald, a Diageo spokeswoman. But representatives for both Diageo and its advertising firm, JWT, say they aren't involved. Shaw.Īs homemade videos and snapshots of people imbibing Smirnoff Ice appeared on the internet last week, bloggers speculated that the meme was the work of Smirnoff, which is owned by British alcohol giant Diageo ( DEO). Bankers, too, have embraced the fratty fad: An ice attack was recently reported at Goldman Sachs ( GS, Fortune 500), and Fortune has learned of icings at Florida-based investment bank Raymond James ( RJF) and New York City hedge fund D.E. The trend first took hold on college campuses in the South, but it's trickled up both coasts, where icings have been spotted at the offices of companies like Yelp! and IAC's College Humor. In order to dupe people into stumbling across the beverage, participants have devised creative ways of presenting them with Ices, like strapping the bottles to the backs of dogs or burying them in vats of protein powder. The rules are simple: If a person sees a Smirnoff Ice, he or she must get down on one knee and chug it, unless they happen to be carrying their own Smirnoff, in which case they can "ice block," or refract the punishment back onto the attacker. "Icing" - or "getting iced" - is a drinking game that's rapidly gaining popularity amongst office workers, tech and media types, and college students. ![]()
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |