Bizarre new ’24-hour overnight challenge’ sees teen Youtubers trying to sleep in SHOPS and supermarkets
Fame-hungry YouTubers spark the latest social media craze that sees young people breaking into shops and trying to stay hidden for a full 24 hours
YOUTUBE stars are not exactly renowned for their ability to be low-key and understated — but that's just what they need to take part in the latest craze sweeping the internet.
Vloggers are keeping their traps shut to sneak into shops and other buildings and try to spend a full 24 hours inside without being caught.
Stores targeted in the "24-hour overnight challenge" include Tesco, Sainsbury's, Ikea, Toys R Us and Claire's Accessories — where one pre-teen star spent a "sleepover" with her dad for a web video.
Ruby Rube — estimated to rake in up to £22,000 a month through her YouTube channel — was filmed spending a full night in the teen fashion shop.
In the video, seen 1.8 million times, she directed people to ";buy the merch" from her online store which flogs T-shirts and other clobber featuring her logo.
Even the National Theatre in London was hit by fame-hungry trespassers.
Ally Law, 21, stayed with a friend in the iconic brutalist building on the South Bank after apparently scaling down the Olivier stage. The film of their stay racked up more than 700,000 views.
Law, from Southampton, is estimated by web analyst Social Blade to make up to a staggering £40,000 a month for his inane and sometimes dangerous video stunts.
One clip from last year shows him climbing the O2 arena while another sees Law being chased by security guards across rooftops.
But although they are presented to viewers as daring escapades not all of the overnight challenges are real.
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Jordan Houston, 17, conned his audience into thinking he managed to avoid being caught spending a full night in a Sainsbury's superstore.
Sainsbury's themselves later confirmed the video uploaded on Wednesday was a hoax, according to The Times.
Police have warned against taking part in the social media stunts.
In February an 11-year-old boy was reported missing in Sheffield after failing to come home from school.
The lad, Kaden Mizra, had allegedly spent all night in a local Ikea as part of the challenge.
This week YouTube was accused by Scotland Yard's top officer of fuelling gang violence by failing to remove intimidating videos from its site.
Commissioner Cressida Dick warned that gangs goading rivals through rap videos could provoke violence “within minutes.”
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