NASCAR driver Brad Keselowski grabbed his phone and began tweeting to his followers. Nothing unusual. Except he was inside his vehicle as the Daytona 500 was delayed after a fire started on the track.
As a consequence, Keselowski gained over 100,000 followers in just under two hours.
Ex-Formula One driver Juan Pablo Montoya crashed into a safety vehicle mid-race, which prompted the collision and jet fuel - which reportedly holds 200 gallons of jet kerosene - to spark a huge ball of fire.
Rather than twiddle his thumbs, stretch his legs or seek refreshments, Keselowski did what most Twitter users do and tweeted prolifically about what he had witnessed.
Keselowski posted his view of the fire which delayed the NASCAR race from his cockpit to his 80,000 followers:
Both vehicles’ drivers appeared to avoid serious injury. And in under an hour after tweeting his view of the scene, Keselowski's followers more than doubled from 80,000 to 185,000.
He passed the two-hour delay with a stream of tweets updating his increasing following, which currently stands at over 200,000.
Ironically Keselowski then experienced a wreck of his own after the race finally resumed. It remains to be seen whether a "No Tweet and Drive" disclaimer will be established in the aftermath of his antics.
He then teasingly interacted with his followers after the "Fire!" tweet: