LA CROSSE, Wis. (WKBT) -

A new social media craze went viral last weekend and is a major cause for concern.

Maybe you've heard of the "Cinnamon Challenge" or the "Cold Water Challenge."

This one is called the "Fire Challenge." It has participants pour rubbing alcohol on themselves and then lighting it on fire. The goal of the challenge is to put the fire out before receiving burns.

One Kentucky teen took the challenge and ended up in the hospital with second degree burns. Unlike the "Cinnamon Challenge" or the "Cold Water Challenge" this one can be life threatening.

"This definitely ramps up the escalation of potential injury and harm that can come to the patient or to the individual that is taking some challenge like this," said Gundersen Health System Trauma Surgeon Mason Fisher.

Life threatening injuries can occur within seconds of being lit on fire.