For some reason this story is being sent around news medias where so called "health experts," who mind you have never been named or cited, simply quoted, have said that this sort of thing could lead to death.
Here's the truth, I did more research on this when I got out of class and this is the final verdict:
Cinnamon can cause irritation and possible dryness or inflammation of the throat. If you're asthmatic you obviously should have nothing going into your lungs like that and if you're diabetic then anything sugary shouldn't be ingested.
However, if you have no allergies and are a completely agile human being, then you should have no problems with the cinnamon challenge. If you experience any dryness or red throat, do what you'd normally do when you have a sore throat or even just drink some water to re-lubricate your mouth.
Unless you're allergic, asthmatic, or diabetic, this will in no way kill you, let alone even harm you.