Fraternity members across the country are embracing a viral drinking game in which they ambush friends with bottles of Smirnoff Ice and force them to chug the contents. Photos of "bros icing bros" are flooding Facebook and Twitter and being posted on dedicated blogs and websites -- and that's presenting problems for Smirnoff's marketing team. The company has seen sales surge thanks to the consumer-generated game, but so far hasn't figured out how to engage its new fans without appearing to endorse binge drinking.

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