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Today, just a day after the failure of industrial negotiations between itself and the Unions, and with people still furious only three weeks after CEO Joyce gave the finger to its entire customer base, the Prime Minister and Australia generally, the Qantas social media uber-geniuses began a twitter campaign with the hashtag #qantasluxury, asking tweeple to tweet “creative” ideas about – um – Qantasluxury, in order to win, honestly, a pair of Qantas pyjamas, and a “luxury amenity kit”.

What happened next was salutory. Derisory tweets were flying within minutes and hours later as Sir Roger now dips his quill it is still the No. 2 trending topic in Australia.

According to the SMH:

Within an hour, the hashtag was trending across the country, but the tweets were not quite what management expected.
@GrogsGamut tweeted: “#QantasLuxury- when the passengers arrive before the couriers delivering the lockout notices do”.

ABC radio’s PM presenter Mark Colvin, @Colvinius said: “Getting from A to B without the plane being grounded or an engine catching fire. #qantasluxury”.

And @the-aaron-smith said: “#qantasluxury is chartering a Greyhound bus and arriving at your destination days before your grounded Qantas flight”.

Social media expert James Griffin from SR7 said that, by about 1pm, Australians were sending out 51 tweets a minute on the hashtag. Most of these were tweets making fun of the idea of #qantasluxury.

But Sir Roger’s favourite response is not on twitter:

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