A weird new trend has kicked off in the Twitter world - and where better for it to start to than in the daily battle between passengers and airlines over lost luggage.
A business class passenger who flew British Airways ran a "promoted tweet" against the airline after the carrier apparently lost his luggage.
Hasan Syed, president of Salon Commodities, wrote a tweet in the early hours of Tuesday 3 September claiming that British Airways was unable locate his possessions.
Angered by the whole saga, he didn't stop there. Syed started running paid-for promoted tweets to place his ire in front of all followers of the BA account.
One Twitter user asked Syed on the money he spent for this campaign, Syed responded:
"Its not about the money at this point. I'm going to run promoted ads until BA fixes this mess."
Many followers of the airline have replied to Syed wondering what the promoted tweet is all about.
A BA official tells us:
"We would like to apologise to the customer for the inconvenience caused. We have been in contact with the customer and the bag is due to be delivered today."
British Airways has two twitter handles - one for its US market, and another is a global account. About eight hours after the original tweet-complaint, the global Twitter handle team responded to Syed asking for baggage reference details.
With Twitter emerging as a virtual concierge in travel industry and when the majority of tweets by passengers in airports are related to customer service, one would wonder why the service by British Airways in Twitter is time-restricted (the "Global account" runs only from 0900-1700 GMT, Mon-Fri).
Syed has not responded to queries about how much his campaign cost.
Clearly the exercise has turned into quite a drama for Syed. His most recent tweet:
"Going to sleep. Will reveal final spend & engagement metrics tommorow [SIC] for the social media geeks"
Syed posted (in his Twitter profile) the total spend and audience engagement metrics for the promoted tweet campaign that he ran: