Ice suppliers in Tauranga are experiencing a surge in sales as a new social media game challenging people to douse themselves in ice cold water goes viral.

The Ice-Challenge dares people to submerge themselves or have a bucket of icy-water thrown over them, film it and post it to Facebook where others are nominated to take up the challenge within 24 hours.

An ice cold bucket of water is poured over an Ice-Challenge nominee.

Those who complete the ‘dare and share' donate $20 to charity and those who don't are expected to donate $100.

So far the Cancer Society has received about $10,000 in donations from the game in the Waikato/Bay of Plenty region.

Cancer Society of New Zealand Waikato/Bay of Plenty division communications advisor Sarah Fitzpatrick says more than $10,000 has been raised since they started receiving donations from the challenge last Friday.

And charity is not the only one benefitting, with ice suppliers experiencing a rush in sales matching those of the peak Christmas-New Year period.

At Klassic Ice in Judea, owner Peter Saunders, says sales have spiked in the last week since the game began.

'We don't sell to the public, but we are seeing an increase in orders from the supermarkets and other places.

'We are selling five or six times more ice than we normally would for this time of the year.”

Peter has noticed more younger people buying the ice.

'The sales started increasing about a week ago. It's now Friday and shops are running out again, so we expect this to continue through the weekend.”

Iceman in Whakatane is also seeing an increase in sales. Company director Jenny Jones says more people are trickling in to buy ice this week, which typically doesn't happen at this time of the year.

'It took us by surprise. I thought it was a bit strange, so I queried people about it and they told us about the Ice-Challenge.”

The challenge was originally created as a way to produce funds for cancer but some Kiwis have now added alcohol to the mix, asking nominees to scull a drink to complete the challenge.

In a bad turn of events a 40-year-old Northland man died after a drinking session that included undertaking the challenge.

Willis Tepania is believed to have consumed a large amount of bourbon in a matter of minutes after completing the challenge at the weekend. About five hours later he suffered a cardiac arrest and died, reports the NZ Herald.

But TVNZ reports family members do not believe the challenge and death are linked and say he had suffered ill health in recent years.

Many believe the ice challenge can be done for the right reasons and does not need to involve alcohol.

Sarah says the Cancer Society is definitely not condoning this behaviour.

'We think it can be a fun challenge that can be done completely alcohol free – and you'd be much better off having a warm drink afterwards.

'We're encouraging people that if they decide to take up the challenge, make sure they do it in a safe and responsible way.”

Erin Shaw from Tauranga completed the challenge in honour of her mother, who is currently undergoing radiation and surgery for bowel cancer.

'It's going to be a big year ahead of us.”

Ben, also from Tauranga, took up the challenge after being nominated by one of his good friends.

'I thought it was a great challenge and chance to have a wash. The Ice Challenge raises awareness for an awesome cause.”

Ben chose to donate to Beat Bowel Cancer in honour of a number of people he knows who have been affected.

To donate to the Cancer Society click here.