A marketing event in South Korea went haywire as 20 people were injured when attendees tried shooting down airborne helium balloons filled with redeemable coupons that would entitle them to a free LG G2 smartphone.

LG’s plan was that people should find the helium-depleted balloons scattered across the area and those who are lucky enough to get their hands onto one would be given a free G2 smartphone. Instead, there were a few impatient ones who tried popping the balloons with BB guns.

LG had planned multiple such events across all major cities throughout South Korea but, according to a report on the Korean Times, the event was cancelled by LG after the first promotional event went messy. “We cancelled events offering free G2 smartphones that had been scheduled in major cities nationwide, including Busan, due to safety concerns,” said LG in a statement notes the paper.

The South Korean electronics giant has already apologized to all those who were injured during the event and has said that it will bear the medical costs. The event was named “G IN THE CLOUD,” and through the event the company planned to give away as many as 100 units of its latest G2 smartphone. There were only 20 security guards manning the huge crowd that had gathered at the event. The smartphone is retailing at 950,000 won in the country.

The G2 was launched just last week and is the first smartphone to be powered by the Snapdragon 800 SoC clocked at 2.26Ghz. The smartphone has a 5.2-inch full HD display with a pixel density of 423. The G2 has an ultra-thin bezel of just 0.1-inch and has been launched in two storage options – 16GB and 32GB – however there is no microSD card slot. Quite a few experts speculated that the smartphone will run Android 4.3 but, it isn’t and instead runs Jelly Bean 4.2.2.