What does chugging a malt beverage have to do with the future of Viral Marketing?

There is a new phenomenon sweeping the nation among males from 18 to 35, icing. And while at first glance it seemed like a game some college student made up one afternoon while bored, the more I see it, the more I think this was one well-executed marketing plan by the makers of Smirnoff Ice. But I’m getting ahead of myself, let’s first start with a quick explanation of what “icing” is. If you already know, by all means, skip to paragraph 3.

The premise of the game is simple: hide a Smirnoff Ice malt beverage for a friend to stumble upon, once the unknowing friend finds this sugary surprise, he has to immediately take a knee and chug it all at once. Unless of course, he is carrying a bottle himself in which case the attacker must then drink both bottles (known as an “ice block”).

As a woman, I found icing marginally amusing the first few times I saw it. Now it bores me (note I’m not their target market). But as a marketer, I find icing absolutely brilliant.

Take a product that most men wouldn’t be caught dead drinking ­- and create a game where they can use said product to embarrass their friends. Add to that social media & electronics as advanced as they are today, and they can document their stunt and share it with the world in a matter of seconds.

Smirnoff says they have had no involvement with this viral phenomenon, but as someone who spends every day of their life in the marketing business, I beg to differ.

From blogs to websites to YouTube to Facebook to Twitter to who knows what, photos and videos of people getting iced are everywhere. That is the beauty of viral marketing in social media. It’s free and anyone with internet access can do it. So we don’t necessarily know where the buzz is coming from- whether it be the local college student who’s bored in class or the Chief Marketing Officer of a famous alcoholic beverage conglomerate.

I’m not going to come out and say Smirnoff Ice started this, but if they did, huge kudos to them. They are certainly reaping the benefits now. Stores are actually reporting running out of Smirnoff Ice- the first time this has ever happened. And celebrities have started to get in on the fun. Ashton Kutcher even has started his own site IceAshton.com where the first person to ice him and take photos will win a prize.

So what can we, as marketers, get out of a game where grown men take a knee and chug a malt beverage? Social media is a very powerful marketing tool. And it’s going to continue to influence consumers in the future. If you ask me, this is just the beginning in viral marketing.

 For more information on icing, getting iced or if you’re just bored, their official website is: www.Brosicingbros.com. Or you could just google it. I’m telling you, it’s everywhere right now.