I wouldn't worry about the "response" so much as just letting the company know. If one of my coworkers had done something like this, and it was reported, their backends would be hauled into the office to explain. The company deserves to know that someone was giving away something for free, and that customers were aware.

If they were airline employees flying on passes, yes, the airline would be very interested. On both airlines, we had minimums for children in business and First. If I remember correctly, 8 for business and 10 for first so no preschoolers or babies of employees were up there.