In case you might have missed it: KLM (Royal Dutch Airlines) launched a experimental campaign called KLM surprises. In this campaign a team of people identified KLM passengers currently waiting for flights (who checked in on KLM Foursquare venues) and got them a surprise that matched their interests. By researching their social graph they were able to give a matching gift before each person boarded their flight.
“Travelling… is it really that exciting? Waiting for takeoff. Passing time. We see our passengers fighting boredom while they wait. So we asked ourselves: Could we use social media to make our passengers feel special and turn their boredom into happiness?”
The aim was to add a little surprise to offset a boring wait, but also to create happy customers who have plenty of time on their hands to tweet their network about a great KLM experience at the airport. Although some people may find it creepy, we think it is one of the better campaigns we’ve seen around. It’s simple, it’s original, it’s guerrilla but most important: It had a very clear ending. On the website KLM communicates that the experiment has ended. This way no passenger will be disappointed, waiting for the lovely KLM ladies to bring a gift…
See the feel good campaign over here.
Below you’ll find some impressive KLM stats. Unfortunately, exacts numbers regarding this case are hard to find.
BTW: Can you spot John’s cameo in the video?
- 1.000.000Twitter impressions
- 101.481Facebook fans
- 82.551Twitter followers