THE ICEBRO COMETH
It began in South Carolina in the fall of 2009, spreading from its epicenter at the College of Charleston, to other southern colleges with Greek based social scenes, eventually infiltrating some of the nation’s most prestigious workplaces, including Goldman Sachs, D.E. Shaw, and CitiGroup. For those of you who remain ignorant of the icing phenomenon, allow me to enlighten you.
The game is called “Bros Icing Bros” and the rules, according to the aptly named website, brosicingbros.com, are simple: “1. You cannot refuse a [Smirnoff] Ice. If you refuse to drink the Ice you are instantly excommunicated and shunned, and thus can never Ice another bro or be iced. 2. If you are iced by a fellow bro you can Ice block. When presented w/ an Ice you pull out an Ice of your own and reverse the Ice on your bro. The ultimate “Ice insult.” Ice’s should be consumed on one knee per the picture above, and the more creative the delivery of the Ice, the better.
Sounds like just about the most primitive game ever invented, I know, but somehow the viral campaign (unaffiliated with Diageo) has penetrated nearly every echelon of the male community, and bridged the gap between the digital and real world. It’s hard to say how much staying power this fad will have, but right now it seems to be peaking, so be sure to grab your “Ice block” on your way out the door lest you be “Iced” by your “Bros.” For more information, visit www.brosicingbros.com or read the Fortune Magazine article here: http://money.cnn.com/2010/05/26/news/companies/bros_icing_bros.fortune/index.htm?source=yahoo_quote
