Twenty people were injured in Seoul, South Korea at an event put on by LG to promote its new G2 smartphone.
The electronics giant had promised that up to 100 people could walk away from the so-called "G In the Cloud" event with its just-unveiled G2 smartphone for free.
According to a report from the Korea Times, LG planned to release balloons in the air with free G2 coupons attached. Anyone who retrieved one of the coupons would receive a free phone.
Things apparently went awry right after LG released the balloons, with some attendees going to dangerous extremes to get their hands on a coveted coupon. Some apparently brought BB guns to the event, while one woman was seen with a large, pointed staff.
"Some were using BB guns to shoot the balloons," a blogger wrote after the event, according to the Korea Times. "As far as I know, there were only some 20 security guards. LG should have placed more security personnel as the event was already promoted via social networks such as Facebook, Twitter and leading local portals. Some of the injured were hospitalized."
Following the incident, LG reportedly acknowledged that it had trouble controlling the crowd, and cancelled all future outdoor G2 promotional events across South Korea. The company has also reportedly promised to cover any medical costs incurred by attendees.
"We will provide them with proper medical treatment as we are responsible for the event," the company said, according to the report.
An LG spokesperson did not immediately respond to a request for comment about the incident when contacted.
LG first unveiled its flagship G2 smartphone last week. The device "shifts the paradigm in smartphone design" by placing all the buttons on the back of the phone, making it the first smartphone without side buttons, LG said. The G2 boasts a large 5.2in Full HD display with 1,920 x 1,080 pixel resolution, and a tiny 2.65mm bezel on the side edge.
For more, check out this hands-on preview with the LG G2 smartphone.