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Tue, Nov 29 2011 23:48:32

#QantasLuxury - case study in Twitter PR & marketing fail

Qantas Airways launches a Twitter competition on 22.11.11 with $30 prizes of first class amenities packs (with pyjamas!) as the prize. Within minutes of it launching, it spread through Twitter in a firestorm of hijacked tweets, some of the top themes picked out here for posterity.

  1. nicolefouz
    Free PJs provided, because the only flying you'll be doing is in your dreams. #qantasluxury
    Nicole Fouzas
    Mon, Nov 21 2011 21:49:49
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  2. violet_verbena
    @QantasPR #qantasluxury is givng 50 X one pair of Qantas First Class pyjamas and one First Class amenity kit as prizes!!
    Violet Verbena
    Mon, Nov 21 2011 21:50:56
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  3. Ivalaine
    #qantasluxury having a skybed so "superior in its class" you have to be under 5 foot to be able to use it with your legs straight.
    Laura Holland
    Mon, Nov 21 2011 22:02:24
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  4. unixbigot
    Meh, I still have the #QantasLuxury PJs and toilet bag from the last time I flew @QantasAirways to Hobart (and my luggage went to Adelaide)
    Christopher Biggs
    Mon, Nov 21 2011 22:02:42
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  5. MissNerdette
    Getting from point a to point b #qantasluxury
    Here Come The Nerds
    Mon, Nov 21 2011 21:52:42
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  6. rgcooke
    Can't wait to see the Air Crash Investigations episode on the #qantasluxury hashtag disaster.
    Richard Cooke
    Mon, Nov 21 2011 20:26:06
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  7. GrogsGamut
    #QantasLuxury is that safe feeling that comes from knowing your pilots are wearing the correct coloured ties
    Greg Jericho
    Mon, Nov 21 2011 20:30:26
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  8. Amanda_Clark
    An airline host that smiles as you board the plane - now that's #QantasLuxury
    Amanda Clark
    Mon, Nov 21 2011 21:59:42
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  9. tommywillis91
    i've got 99 problems but a #qantasluxury aint one!
    tom willis
    Mon, Nov 21 2011 22:06:48
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  10. RicBarraArch
    #QantasLuxury not to mention the new uniform qantas is designing when they have no money.
    Richard
    Mon, Nov 21 2011 21:51:49
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  11. winebybrad
    Qantas planes never seem to fall out of the sky, but their PR Dept crashes and burns daily. #QantasLuxury
    margaret river wine
    Mon, Nov 21 2011 21:52:06
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  12. NewtonMark
    See that smiley? Means they're happy. RT @QantasAirways: #qantasluxury is just one of many comps we've run lately. Thanks for the entries ;)
    Mark Newton
    Mon, Nov 21 2011 21:52:41
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  13. JuliusFlywheel
    For their next trick @QantasAirways looks for teams for "It's a Lockout" hosted by @AlanJoyceCEO wacky airport obstacle course #qantasluxury
    Julius Flywheel
    Mon, Nov 21 2011 21:52:28
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  14. gjfry
    Will I get home? When I want to? #qantasluxury
    Gary Fry
    Mon, Nov 21 2011 21:53:03
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  15. supremepeteza
    #QantasLuxury - the Luxury of not flying Qantas - if they are flying at all at the time.
    Pete Za
    Mon, Nov 21 2011 21:49:12
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  16. drng
    Schadenfreude has a new definition. #qantasluxury ping @QantasPR @QantasAirways
    Ashley Ng
    Mon, Nov 21 2011 21:52:51
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  17. AMonkeyInSilk
    #qantasluxury Being in charge of Virgin Australia PR and knowing that Qantas is doing your job for you.
    Paul
    Mon, Nov 21 2011 22:02:47
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  18. TheCouchman
    How bout Qantas gets back to flying planes and stops trying to hang out with the cool kids on Twitter #Qantasluxury
    Adam Couchman
    Mon, Nov 21 2011 21:47:20
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  19. the_howie
    Is #QantasLuxury similar to bogans wearing ugg boots?
    Howie
    Mon, Nov 21 2011 21:49:21
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  20. scouserinoz
    #qantasluxury for the 1%
    CJ
    Mon, Nov 28 2011 13:47:56
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  21. mark_petrolo
    if your luggage has more wheels than your plane you get a free headset #QantasLuxury
    mark petrolo
    Mon, Nov 28 2011 13:47:56
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  22. corinne_grant
    I don't need the PJ's and fancy toothbrush. The Schadenfreude is gift enough. Thank you #QantasLuxury
    Corinne Grant
    Mon, Nov 28 2011 13:47:56
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  23. Paul_MJ
    Alan Joyce is a #qantasluxury they can't afford #auspol
    Paul J
    Mon, Nov 21 2011 22:04:37
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  24. psarge2
    If you were booked on @qantasairways they had made a mistake and transferred you to Emirates. #qantasluxury
    Paul Sargeant
    Mon, Nov 21 2011 22:06:49
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  25. ShirleyPeters
    #QantasLuxury is winning new pjs made out of parachute silk.
    Shirley Peters Art
    Mon, Nov 21 2011 22:07:20
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