#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.
Free PJs provided, because the only flying you'll be doing is in your dreams. #qantasluxury
@QantasPR #qantasluxury is givng 50 X one pair of Qantas First Class pyjamas and one First Class amenity kit as prizes!!
#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.
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)
Can't wait to see the Air Crash Investigations episode on the #qantasluxury hashtag disaster.
#QantasLuxury is that safe feeling that comes from knowing your pilots are wearing the correct coloured ties
#QantasLuxury not to mention the new uniform qantas is designing when they have no money.
Qantas planes never seem to fall out of the sky, but their PR Dept crashes and burns daily. #QantasLuxury
See that smiley? Means they're happy. RT @QantasAirways: #qantasluxury is just one of many comps we've run lately. Thanks for the entries ;)
For their next trick @QantasAirways looks for teams for "It's a Lockout" hosted by @AlanJoyceCEO wacky airport obstacle course #qantasluxury
#QantasLuxury - the Luxury of not flying Qantas - if they are flying at all at the time.
#qantasluxury Being in charge of Virgin Australia PR and knowing that Qantas is doing your job for you.
How bout Qantas gets back to flying planes and stops trying to hang out with the cool kids on Twitter #Qantasluxury
if your luggage has more wheels than your plane you get a free headset #QantasLuxury
I don't need the PJ's and fancy toothbrush. The Schadenfreude is gift enough. Thank you #QantasLuxury
If you were booked on @qantasairways they had made a mistake and transferred you to Emirates. #qantasluxury
