It's a bizarre new trend that makes twerking look like romper room fare.
Dubbed neknominating, it's a booze-fueled gambit in which pals, egged on by their social media and real life friends, employ creative, shocking and newfangled ways of imbibing a pint of beer, all under the guise of one-upping the previous participant.
The game, which has gained steam primarily in Australia and the U.K., was christened by one Facebook poster as the "social drinking game for social media," with the fairly simple instructions laid out: "Neck your drink. Nominate another. Don't break the chain, don't be a d**k."
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In possibly the most graphic-to-date exhibition of how far one will go, one man was propped up by his pals as he was launched heads up into a toilet bowl filled with alcohol, lapping up the booze out of the bowl. In other equally dangerous stunts, drunk drivers will pull tricks at the wheel."
"That type of wild behavior, and it's not necessarily very impressive," Farrell told the Sydney Morning Herald. "The main issue is the question of scale and context. In general it looks like it could get people into a lot of trouble, with a lot of pressure to drink.
"It's competitive, heavy drinking, and that tends to end up with people coming to serious grief through alcohol poisoning. It isn't a thing to be encouraged at all."