Social media beer game: stupid does as stupid is

The latest online craze of “nekNomination” has doctors sounding the alarm around the world. Chugging beer is not a new concept, but nekNomination is a game that combines social media, peer pressure and drinking. It involves someone being filmed in underwear downing a beer in one, then nominating other people by name to do the same within 24 hours. The videos are posted and shared online.

The game is said to have started in Australia and went viral soon afterwards but it only hit Germany’s Facebook community in early February 2014. Few paid it any attention until a 27 year old, blond and dreadlocked mayoral candidate in Bavaria joined in the fun and posted a video of himself in checked boxer shorts chugging half a litre of beer.

He then challenged his three competitors in the mayoral race to do the same. If they don’t do so within 24 hours, they will have to make amends by sending a crate of beer to the challenger.

That’s when the whole business took a serious turn. On 5 February 2014, the Managing Director of the German Brewers’ Association, Holger Eichele, sent an Open Letter to Facebook, asking them to do something about this as it might promote alcohol abuse among the young.

On the U.S. website “thewire.com” a commentator sent out the following appeal on 4 February 2014: America, please don’t fall for this idiotic online drinking game.” But added a resigned: “Who am I kidding? This freight train is coming and we can’t stop it. Just don’t nominate us.”

Indeed.