An online drinking game dubbed #NekNomination has taken South Africa’s social media landscape by storm.

The game involves a person receiving a ‘NekNomination’ via social media website Facebook to ‘down’ an alcoholic beverage while being filmed.

The video is then subsequently posted onto Facebook and is then followed by the NekNominnee nominating two other friends to take up the online challenge.

NekNomination has gone viral globally from where it started in Australia to reach as far afield as Ireland.

Mike Wronski, managing director at social media and analytics firm Fuseware in South Africa, has told ITWeb Africa that the online game illustrates the power of social media.

“NekNomination trended in South Africa on Twitter on the 3rd February,” Wronski told ITWeb Africa.

Despite growing popularity the game has received criticism following the deaths of two teens in Ireland.

However, Wronski said the game is harmless fun, as long as people play it safely.

“If they take the same precautions they should be taking in reality, then the additional social media element doesn’t add any danger to the game,” he explained.

“I think the only concern would be the pressure placed on people who are nominated to drink. This may include minors and people who abstain, but good judgement should be exercised when playing this game,” said Wronski.

South African Brent Lindesque; however, has decided to do something different with his NekNomination: instead of downing a drink he decided to use his nomination to give back.

He gave a beggar in Johannesburg a sandwich, coke and chocolate and called on people to do the same with their NekNominations.

Two other South African men have also taken on the NekNomination challenge to use their nominations to feed 90 children in a Cape Town Township, Joe Slovo. They have also nominated chicken franchise Nandos and other corporations to take on the challenge and feed some people.

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