Participants in the "challenge" don blindfolds and try to perform ordinary tasks, imitating the characters in "Bird Box", who must cover their eyes lest they see something unspecified yet horrific that drives them to suicide.
The craze has come from the Netflix film Bird Box, starring Sandra Bullock.
A 17-year-old has caused a highway collision after driving blindfolded as part of the Bird Box challenge. "Luckily no injuries", police tweeted Friday.
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She had allegedly pulled a beanie over her eyes as part of the challenge, before losing control of her vehicle and smashing into another driver, a light pole and a sound barrier.
In the Netflix horror hit, which has inspired tons of memes and viral activity since its December 13 debut, Malorie (Sandra Bullock) resorts to blindfolding herself out of necessity (out of necessity, people!), in order to avoid any glimpse of the insanity-inducing evil menace that stalks her every step.
The girl, a 16-year-old passenger and the other driver were uninjured in the crash, Lieutenant Travis Lyman told local media. The disingenuous tweet - Netflix claimed not to know how the "challenge" had started, despite seeding the hashtag #BirdBoxChallenge weeks before releasing the film - sparked predictable eye-rolling among the thankfully large segment of the population that realizes films aren't real, even if you watch them at home.
Netflix already has tried to combat the social media-driven phenomenon, tweeting a January 2 advisory that "Boy and Girl have just one wish for 2019 and it is that you not end up in the hospital due to memes".