A disgruntled air traveller has purchased a 'promoted tweet' on Twitter to complain about lost luggage.
Hasan Syed decided to take action after British Airways reportedly misplaced his father's bags after a recent flight.
Syed's parents took a trip from Chicago to Paris over the weekend, but his father's bags did not arrive at the airport.
So instead of sending a normal tweet to the customer service team, he instead took the unusual step of purchasing a promoted tweet, to make sure it was seen by a large number of people:
Don't fly @BritishAirways. Their customer service is horrendous.-- (@HVSVN) September 2, 2013
I refuse to stop running Twitter Ads until @British_Airways finds the lost luggage-- (@HVSVN) September 3, 2013
Syed targeted his tweet at the UK and USA, and waited for it to be picked up by Twitter's readership.
This happened in pretty short order. The tweet reportedly gained more than 25,000 impressions, and his story was eventually covered by Mashable.
But it wasn't until four hours later that BA got in touch, saying that they would "look into" the case.
BA later told the BBC that the bag had now been found.
"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."
So while advertisers might still wonder if sending promoted tweets is a way to generate sales, it does appear that it's a pretty good way to complain about bad service.