Qantas Airways' attempt at social media promotion has turned into a disastrous campaign with users sending out messages insulting the airline.

The airline's official Twitter account, @QantasAirways opened a competition, with first Qantas pyjamas and a luxury amenity kit as prizes. To enter tell us 'What is your dream luxury inflight experience? (Be creative!) Answer must include #QantasLuxury, the account tweeted.

But many Twitter users barraged the airline's account with negative submissions, as disputes with workers' unions drag on. #QantasLuxury was the top trending topic in Australia around 3 p.m. AEDT. With the anger spreading quickly across Australia the hashtag was soon trending nationally for all the wrong reasons.

The message was loud and clear as tweeted by a user, @jeremysear: Quick note to corporate Australia: when you're in the middle of crushing your workforce, don't start a twitter promotion.

A Qantas spokeswoman said the competition had not got the responses they were hoping for.