11/04/2017 12:58 AM IST

United PR Nightmare Reaches New Heights With #UnitedJourney Hashtag

Social media giveth, and social media taketh away. If you’re United Airlines, it mostly taketh away these days.

Last week, the company launched a social media campaign built around the hashtag #UnitedJourney and encouraged passengers to share their travel photos.

That once-promising campaign has since been co-opted by social media users irate that a United passenger was dragged off a flight because the airline overbooked it:

Here’s the original tweet:

Here are a few responses, many of which feature a screengrab of the bloodied man being dragged down the aisle of the plane:

And here’s an added dash of irony: Last month, PR Week named United CEO Oscar Munoz “U.S. Communicator of the Year.”