12 of 15Image
At the same time a union dispute was in full swing, Australian airline Quantas decided to launch a Twitter competition offering a first-class gift pack and Quntas pajamas for its followers.
Using the hashtag #QuantasLuxury -- which is still active -- the airline asked Twitter users to send out this tag in order to enter the competition.
However, the users in question decided to hijack the tag for their own ends. Rapidly, the tag trended with complaints of delays, cancelations, and commentary on the union strike.
Quantas has a reputation for generally responding well to individual tweets, but their marketing campaign was nothing if not ill-timed.