High-risk drinking remains an issue on college campuses. Limited research focuses on drinking associated with single events where students are encouraged to drink a predetermined amount of alcohol. Fourth-year undergraduate students (N=1,205) completed a survey about motivation, behaviors and perceptions surrounding participation in a practice where some students attempt to consume a fifth of liquor (750 ml) on the day of the last home football game. Results revealed 18.0% of fourth-year students participated, predominately Greek-affiliated males. Of those who self-reported consuming a fifth, 75.4% consumed at least 6 more drinks than they do on a typical Saturday night. Motivating factors for participation included challenge, tradition, and sociability. As students generally underestimated participation rates, social norms marketing approaches may not be effective. (Contains 5 tables.)