Thanks to Andy Lark for drawing my attention to this. Another disasterous attempt at a social media campaign that highlights the points I made in my post yesterday. Qantas is using social media in the wrong way, chasing the wrong type of engagement. They are simply dragging a traditional marketing approach into social media. Organisations have to recognise that social media is fundamentally different (see land and sea analogy here) and thus requires a fundamentally different approach (see also post on wasting money here).
Update: And someone has now given it The Hitler Treatment – brilliant.