While the Spanish town of Pamplona hosts the world's most well-known running of the bulls, other cities in Spain, Portugal, and nearby nations host their own annual runs where bulls run through city streets while locals and tourists run alongside—or away from—the giant beasts.

For one participant of a Sunday bull run in Villasecra de la Sagra, Spain, trying to share his experience by way of a smartphone recording ended traumatically. According to details ascertained from a local Spanish-language report, an English-language AFP report, and bystander video of the incident, a 32-year-old man was gored from behind while attempting to film that city's annual bull run.

The bystander video, posted Sunday on Instagram (not linked here due to its graphic nature), showed the currently unidentified victim standing near a barricade so that he was behind other viewers and away from the general fray of the bull run. However, a stray bull appeared to become separated from the general herd, at which point it ran at full speed behind the crowd and struck the 32-year-old while he was holding a smartphone to film in the opposite direction. According to reports, after receiving brief treatment at a nearby bullring's medical center, the victim was transferred to a hospital in nearby Toledo, where he was soon pronounced dead from neck and thigh wounds.

"Bulls are dangerous animals, and when there are a lot of people, some don't pay attention," Villasecra mayor Jesus Hijosa told the AFP in its report. Hijosa confirmed the victim was using a smartphone as a video recording device when attacked. "You have to have your wits about you."

Villasecra's last bull-related fatality was in 2010, according to AFP. In general, the rise of smartphones has alarmed some bull run organizers in recent years, particularly last year's Pamplona run. At that event, a man was seen running through the crowd while holding his cell phone backwards and looking at it while running to take a higher-res selfie than a front-facing camera would allow. Pamplona police sought to fine the man 3,000 euros for endangering himself and other runners.