#QantasLuxury: a Qantas social media disaster in pyjamas

A fun competition, an angry public – what could possibly go wrong? Qantas via Twitter

By now, most people will have heard of the social media disaster which even provided its own hashtag: #QantasLuxury. Ironically, this was everything but a luxury for Qantas.

What it did illustrate was a marketing department that was totally out of touch with what the company was doing and what it really needs to do to overcome the PR disaster that was the grounding of the Qantas fleet on October 29.

So, how did the story unfold?

At 9:00am on the yesterday morning, the “social media team” at Qantas, as part of an ongoing “social media campaign”, released details of a competition on Twitter: