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It started out as an innocuous holiday request and ended in a free trip to Las Vegas, with a new wardrobe and travel toiletries all thrown in.

When security guard Greg Heaslip's email requesting time off was accidentally sent to the whole Arcadia Group where he worked - a brand including TopShop, Miss Selfridge and BHS - a hilarious email chain ensued.

While the night worker slept blissfully unaware at home, the emails swiftly became a Twitter trend when a colleague started a campaign with the hashtag #GiveGregTheHoliday.

It started with an email: Security guard Greg's holiday request went viral online, ending up with him being offered a free holiday

Demonstrating the power of social media, it became one of the highest-trending stories online - even beating the European elections on Twitter.

Soon the companies were queuing up to give Greg his holiday - with travel company TrekAmerica wading in to offer Greg the trip of a lifetime to Las Vegas and America's West Coast.

Workers in the offices opposite Arcadia Group also got in on the action, posting a banner with the hashtag #GiveGregTheHoliday in their window so Arcadia could see it.

While Greg relaxed at home, unaware of the whole campaign, other brands followed, offering Greg a holiday wardrobe from BHS and Topman, a VIP shopping session for any female companion from Miss Selfridge and free toiletries from Elemis.

Where it all began: Arcadia worker Kimberly Jaina appears to be the first person who started the Twitter campaign, resulting in Greg's annual leave becoming one of the highest trending topics

Campaign: The hashtag soon took off, with companies lining up to offer Greg freebies

TrekAmerica eventually dropped Greg an email to let him know about his good fortune.

It read: 'Hi Greg, I hope you're well and had a nice sleep. I'm sure you've been blissfully unaware of what's been happening today, but are now fully up to speed with recent developments regarding your colleagues' campaign to #givegregtheholiday.

'Well, we thought it would be nice if you really did get that holiday, so we're offering you a Mini Adventure around the USA's west, including flights from the UK to Las Vegas. 

'No, this isn't a joke – we're really sending you to Vegas!

Welcome to Las Vegas: Greg has had the last laugh, after he was offered a free trip to the US

Freebie: The security guard will stay in Vegas and also be able to tour the Grand Canyon and Monument Valley

'In case you haven't heard of TrekAmerica, we offer small group trips around the USA, Canada, Alaska and Central America and have been around for over 40 years. Our ethos is fun and adventure, which is exactly what we think you'll need after being at the centre of today's Twitter frenzy!'

The letter goes on to outline the trip that Greg will receive - taking in the Grand Canyon, Monument Valley, and spending a night in an authentic cowboy camp.

He will also have two nights before and two nights after the trip at a hotel in Las Vegas.

As the freebies started rolling in, the hashtag changed to #GregGotTheHoliday and even #WakeUpGreg as Twitter users eagerly waited for the security guard to realise what had happened.