February 23, 2012 § Leave a comment
Most of us can relate to those waiting in an airport ready to board, bored out of their minds (no pun intended). The dutch airline KLM came up with a great idea to show how much they appreciate their customers. The question of the campaign is: “How happiness spreads?”
When passengers check in at KLM’s foursquare location at Amsterdam’s Shiphol airport, the KLM surprise team starts a research on Twitter, LinkedIn and Facebook to find some information about the passenger’s hobbies, interests and preferences. Then they locate for the passenger in the airport and surprise him/her with a little personalized gift such as traditional dutch food, champagne, a watch, notebooks, etc. Photo are taken to document the surprise.
In a second step, KLM shares the successful surprise on their Facebook page and mentions it on their KLM surprise twitter page and keeps track of the conversations around the surprise event, which ran for several weeks.
With a proven track record of successful social media engagement, KLM manages once more to engage their customers in a very refreshing yet relevant way, creating little moment of happiness that lead to sustained Word Of Mouth on a massive scale. The result: 1.000.000 impression on Twitter alone.