The Neknominate game involves individuals posting videos of excessive, rapid alcohol consumption on social media sites and nominating someone else to “top it” (with video evidence) within 24 hours. The game became popular in early 2014, and as it spread it escalated, with nominees performing the challenge in more extreme circumstances, drinking more potent beverages or engaging in dangerous activities either during or immediately after consuming their beverage. The British tabloid newspaper Metro reported that at least five deaths in the United Kingdom and Ireland are believed to have been directly linked to the drinking game.