KLM’s Passenger Social Surprise Experiment

Wed, Jan 5, 2011
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Remember how great it felt the first time you got a social response from a brand you love or business you deal with? All the good will generated by their speedy response? Well, KLM decided to run an experiment with it’s social community, for people who check in via foursquare for flights or tweet about waiting to board the next KLM service, and they called it “KLM Surprise” a campaign that aims to bring random surprises and happiness to the boring wait for flights.

KLM’s social campaign involved a team of people identifying KLM passengers currently waiting for flights (and hanging out on twitter), before researching each person’s social profile to find out a little more about their personality and destination, before matching that to a surprise gift that they’d give before each person boarded their flight. 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. That’s a very cool social experiment. Well done KLM.

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