Qantas has been in the news a lot recently, and not always for the right reasons.

In the second of our social media case studies, we look into the lessons we can learn from the #QantasLuxury Twitter fail.

#QantasLuxury

Back in 2011 Qantas launched a Twitter campaign asking customers to use the hashtag #QantasLuxury to share their favourite flying experiences for the chance to win a gift pack worth $30.

However the hashtag was interpreted by the Twitter community in ways not anticipated, or at least hoped for, by the Qantas marketing team.

#Blowback

Within an hour #QantasLuxury was trending, reaching over 500,000 users and generating over 1 million impressions. Most of the responses were negative, with a sample of tweets below.

@GrogsGamut: “#QantasLuxury – when the passengers arrive before the couriers delivering the lockout notices do”.

@sunnybankian: “#QantasLuxury is knowing a $30 prize pack probably won’t buy off the Australian public”.

ABC radio's Mark Colvin even joined the conversation with “Getting from A to B without the plane being grounded or an engine catching fire. #qantasluxury”.

Spread

The campaign spurred spinoffs for other brands with public perception issues including #metrotrainsluxury (for Metro trains, Melbourne) and #CityrailLuxury ( for CityRail, Sydney).

Fallout

Once again real world events helped create the #QantasLuxury disaster.

When the campaign was running Qantas had recently withdrawn from negotiations with the Transport Workers Union and Australian, the Australian Licensed Aircraft Engineers' Association and the International Pilots Association.

To its credit instead of shutting down the exercise when it spread out of control, Qantas updated with this tweet: “Wow! Some very creative tweeps out there. Keep the entries coming #QantasWeHearYou”.

While the #QantasWeHearYou didn't get the traction as #QantasLuxury, it allowed the airline to create a new space where it could respond to user concerns in a more controlled environment. 

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