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."