Flight Canceled: Facebook Isn’t Rolling Out an Airplane Reaction

It was created by an employee during a hackathon

Facebook's airplane Reaction isn't leaving the hangar narvikk/iStock

The airplane Reaction that has recently been spotted on Facebook—even spawning a Reddit thread—has been grounded.

A Facebook spokesperson said the airplane Reaction will not roll out publicly, and it was not meant to represent anything in particular: It was created by an employee experimenting with new ideas during a hackathon.

And the social network said in a statement, “This was created as part of an employee hackathon and wasn’t cleared for takeoff. Our apologies.”

Facebook officially introduced Reactions in February 2016, and the social network has experimented with special Reactions in the past, such as a custom set for the 50th anniversary of Star Trek in September 2016 and a Pride rainbow reaction in June 2017.However, when asked why the Pride reaction was not brought back for 2018 LGBTQ Pride Month, Facebook spokeswoman Lisa Stratton told Rachel Sandler of Business Insider, “We are no longer doing custom Reactions for major holidays or moments in culture.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.