The founder of Russia’s answer to Facebook tossed paper planes - made of money - out his office window and watched as pedestrians on the street below fought over them.
Pavel Durov, who created the social network VKontakte tossed paper aeroplanes made from 5000 rouble notes (£122) and watched a brawl breakout below his company’s St Petersburg offices.
One witness told Gawker.com: "People turned into dogs as they were literally attacking the notes. They broke each other's noses, climbed the traffic lights with their prey – just like monkeys. Shame on Durov!"
The 27-year-old, whose net worth is valued at some £168 million, was accused of laughing as he watched and filmed the melee as people trampled over each other for the cash.
He later claimed he was simply hoping to create "a festive atmosphere," and stopped as soon as "people turned into animals” but said "more such actions are to follow”.