A social media campaign has proven to be the latest public relations woe for Qantas after angry and sarcastic Twitter posts flooded the airline's hashtag.

The airline's official Twitter page today announced a competition to win one of 50 pairs of Qantas first-class pyjamas and luxury amenity kits.

Qantas asked users to use the hashtag #QantasLuxury to describe what their "dream luxury inflight experience" would be.

The misjudged campaign was immediately flooded with comments making light of Qantas's ongoing industrial relations dispute with its workers and labelled it "the Hindenburg of social media".