In November of 2010, KLM (an international airline) started a fun campaign to delight their customers. They surprised their customers with gifts well suited for their trip. As passengers arrived at check points or gates, flight attendants approached them, called them by name and offered them a personalized gift. Of course, passengers were pleased, gifts made them feel rather special, not just a random customer with KLM. How exactly did KLM know what to offer their passengers? The answer came easy: via social media channels.
KLM Surprise Campaign
All of the gift giving was part of their campaign to not only connect with customers on a more personal level but also to experiment with the power of social media. Flight attendants roamed about Twitter and Foursquare in order to find people who shared the fact that they were going to travel with KLM and used all the details they could find to come up with an appropriate gift.
According to social media accounts owned by KLM, over 40 people were surprised. Surely 40 is not an impressive number, but it was more than enough to create buzz on social media. These 40 people managed to create over a million impressions on Twitter – tweets, re-tweets and mentions.
KLM had an amazing opportunity to develop this campaign further, but they did not take it. KLM Surprise would have surely been even more powerful if taken a bit farther. Even though they missed an opportunity, they still managed to connect with their customers on a personal level and made a lasting impression.
What do you think of this campaign? Was it a hit or a miss?
References: umpf.com, digett.com. Photo source: pinterest.com
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