BOSTON, July 18 -- What started as a romantic concert moment ended up sparking a PR nightmare.

Astronomer CEO Andy Byron and the company's Chief Human Resources Officer, Kristin Cabot, found themselves in the eye of a viral storm after their flirty appearance on the kiss cam at a Coldplay concert at Gillette Stadium in Boston, Massachusetts lit up social media.

The now-viral video showed the pair in a snug embrace, whispering to each other before Byron suddenly backed away - clearly clocking they were on the stadium's big screen. Cabot, seemingly mortified, quickly ducked her head and covered her face.

Coldplay frontman Chris Martin couldn't resist a cheeky jab from the stage: "They're either having an affair. or they're just really sh...