WW International Inc., formerly known as Weight Watchers, faced Internet scorn late Thursday after an ill-timed promotional campaign coincided with the news of the airstrike that killed Iranian Gen. Qassem Soleimani, according to news reports.

After the announcement that President Donald Trump had ordered the drone strike that killed Soleimani at the Baghdad Airport in Iraq, Twitter users posted tweets raising fears of World War III, Business Insider reports.

Many used hashtags like #WWIII and #worldwar3 — and they appeared on national top-trend lists.

However, the poorly timed promotional post from WW, declaring #thisismyWW, also appeared alongside many of those hastags, Business Insider reports.

WW International's plan seeks to draw users to the site, which features customized food and exercise plans for 2020. The company, based in New York, rebranded itself in September to focus more on general health issues.

"Weight Watchers probably regretting their promoted hashtag tonight," wrote Chelsea Fagan, the founder of the blog The Financial Diet, according to Business Insider.

Other Twitter users posted the hashtags together, including PC Magazine writer Chandra Steele.

A WW International (WW) official did not immediately return a request for comment from Business Insider.

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