Meme pundits are touting a new craze called "milking," growing in popularity among British students, as the new online planking after a video that shows students pouring milk over their heads went viral.
Ninemsn comments that like its online predecessors, you don't need any special skills to join the "milking" bandwagon. Just buy a bottle of milk and pour it over your head.
The craze began among students in Newcastle. The YouTube video shows students, standing in public places, such as in pubs, busy streets, in front of a supermarket, getting off a train and at a roundabout, pouring milk from a four-pint container over his heads. The 2:45 mins video above was first uploaded to YouTube last week under the user name MilkingNewcastle. It received more than 10,000 views in the first 48 hours after it was uploaded.
The Daily Mail reports that Tom Morris, 22, who posted the video to YouTube, said: "We were just in our kitchen talking about doing it outside Starbucks in Jesmond and thought it would be really funny. We did that, uploaded the video to Facebook and got a load of likes. So then we thought 'why not just make a video?'"
George Hoyland, who was also involved in the video, said: "We didn't expect a reaction this large, the video was initially intended for our friends."
According to the Daily Mail, the craze is spreading to students in other UK institutions. Students in Edinburgh, Nottingham and Cirencester have reportedly joined in the craze.
YouTube user, Rodrigo Rangel, exclaimed at the video: "All cities should be milked, we should start a revolution." SamSmurfet, said: "Holy cow man! Dairy good video. Just semi-skimming youtube when I found this."
"Milking" is being criticized by people who think it is daft and wasteful. A comment on Fark.com: "And some in non-first-world nations would shake their heads at what they'd consider intentional conspicuous waste. Seriously, hungry people have little appreciation for performance art."