Firefighters direct jets of water onto a tower block severely damaged by a serious fire, in north Kensington, West London, Britain June 14, 2017.

This is seriously unfortunate timing for Twitter.

What was supposed to be a promotional hashtag on the social media website for the upcoming release of the horror film "Happy Death Day," appeared in the wrong place at the wrong time Wednesday morning.

The sponsored hashtag appeared "trending" across all user's homepages as a deadly fire was being battled in London, which enveloped a residential tower there and killed at least six people.

Meanwhile, in the U.S. a gunman opened fire at a congressional baseball practice in Virginia, hitting a congressman and wounding others, according to multiple reports.

Waking up to this news, internet users weren't happy to see "happy death day" being promoted, even if it wasn't intentional.

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Representatives from Twitter didn't immediately respond to requests for comment.

At the time this story was written, the hashtag appears to have been removed from the "trending" portion of Twitter's website. But the term is still searchable.