It's not really a marketing campaign. It actually goes against all of Smirnoff's marketing of "Drink Responsibly", which is why they've filed suits and injunctions to get those websites taken down. So far they got the original site removed but apparently the others aren't in their "likeness" so it'll be a little bit tougher. They've released multiple press releases saying they don't condone what people are doing.
And then comes the man factor: what self-respecting man drinks Smirnoff Ice malt beverages? This whole bros icing bros phenom is lame. Bad drink, and there's better drinking games out there if that's your thing.