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An Airline That Uses Social Media To Create A REAL Smile!

Have you ever waited at an airport and had the boredom twinges creep in. Maybe your flight has been delayed or you’re waiting for friends or family to arrive.

So many emotions peak at airports and KLM have tapped into these in an outstanding way!

The airline has gone about giving their brand the “care factor” and “an element of surprise” by showing they listen, care and provide. This lights me up like a Christmas tree ! SO many brands utilise social media but how many truly have the care factor at number 1?

Show you care, create an experience for your consumers and give back at times. These qualities should be woven into every social media strategy and execution assisting in the success of the program.

Simply put, KLM looked at who had mentioned them via twitter and foursquare. From here they researched a little into the type of person who had mentioned them – eg. what was mentioned in the tweet, what info could they find to describe the type of person – eg. sporty.

Once they found this out, it was a rush against the clock to purchase a small gift and find the person to deliver it to them.

In the process of doing this, they were creating a real smile and a stronger association with the airline in some shape or form…one that they could see. Their aim was to create a surprise and make a small difference to a passengers day. They certainly exceeded this.

The results – they created 1,000,000 impressions on twitter alone- a brand experience for those travelers and the people that viewed the campaign, like myself. Obviously this type of campaign has a high sharablity factor due to it’s human approach.

Here’s a quick video of how they did it. I’d like to see more brands take this colloquial and humanised approach in amplifying their social media execution.

How about you? Do you know of any brands…or maybe your own business using tactics like this? Hit us up in the comments section below, I’d love to hear your take on this.

  • http://frankvizeum.com.au/ Tamir

    Sam, this is brilliant! I love it so much because it makes a few points usually neglected in “social media” discussions:
    1. It’s not about social media – it’s about human relationships.
    2. It’s not about the numbers – it’s about one person.
    3. It’s not coming from “ROI” – It’s coming from giving value and making people happy.
    Cant wait for the first Australian brand to do something like that ha?

  • http://frankvizeum.com.au/ Tamir

    Sam, this is brilliant! I love it so much because it makes a few points usually neglected in “social media” discussions:
    1. It’s not about social media – it’s about human relationships.
    2. It’s not about the numbers – it’s about one person.
    3. It’s not coming from “ROI” – It’s coming from giving value and making people happy.
    Cant wait for the first Australian brand to do something like that ha?

  • http://www.thinktankmedia.com.au/ Sam Mutimer

    Spot on Tamir with your points. It all goes back to plan simple human emotion. Act in a way where your action is remembered and can be recalled when you see the brand. A brand is not a brand, eg. a real brand, unless you have an emotion connection to it. KLM have done just this! You’ll certainly see a few heart racers coming from our end very soon re: aus brand “care factor” focused campaign! Thanks a million for the comment…really valuable.

  • http://www.thinktankmedia.com.au/ Sam Mutimer

    Spot on Tamir with your points. It all goes back to plan simple human emotion. Act in a way where your action is remembered and can be recalled when you see the brand. A brand is not a brand, eg. a real brand, unless you have an emotion connection to it. KLM have done just this! You’ll certainly see a few heart racers coming from our end very soon re: aus brand “care factor” focused campaign! Thanks a million for the comment…really valuable.

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  • http://twitter.com/IamSilverFox Silver Fox

    Love this article Sam. For once, its nice to see social media – as Tamir said – carry out the fundamental behind its inception, i.e. connecting people and the human relationship. Spanair did something similar around Christmas time, enjoy: http://www.youtube.com/watch?v=c7LPuuYNqRc

  • http://twitter.com/IamSilverFox Silver Fox

    Love this article Sam. For once, its nice to see social media – as Tamir said – carry out the fundamental behind its inception, i.e. connecting people and the human relationship. Spanair did something similar around Christmas time, enjoy: http://www.youtube.com/watch?v=c7LPuuYNqRc

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  • Andrew

    Check out http://www.helloamerica.cn which was created by a company called Mailman Group for American Airlines. It’s a full community website, with content, specials, lots of user submissions and contests, etc all about going to America. Different but a great case…

  • Andrew

    Check out http://www.helloamerica.cn which was created by a company called Mailman Group for American Airlines. It’s a full community website, with content, specials, lots of user submissions and contests, etc all about going to America. Different but a great case…

  • Anonymous

    This may be a bit of a different field but it is very forward thinking. This video > http://www.youtube.com/watch?v=uDTdHG_FytM is aimed against aggression. It uses Augmented Reality to prove a point and to trigger an emotion and action. The video was live shown on one of the most popular spots in Amsterdam.

    I thought it was very interesting..

  • http://www.hothitmedia.com Ralph

    This may be a bit of a different field but it is very forward thinking. This video > http://www.youtube.com/watch?v=uDTdHG_FytM is aimed against aggression. It uses Augmented Reality to prove a point and to trigger an emotion and action. The video was live shown on one of the most popular spots in Amsterdam.

    I thought it was very interesting..

  • whatjanesays

    Hi, I have had a similar experience.
    Last Mothers Day I was enjoying breakfast with my daughter at St. Ali in South Melbourne… I tweeted about it and received a message back saying that they recogonized I was a loyal customer and please go to the counter to receive a complimentary bag of Coffee… and ‘Happy Mothers Day’.
    I was really impressed, it made me smile and of course I tweeted about it!

  • whatjanesays

    Hi, I have had a similar experience.
    Last Mothers Day I was enjoying breakfast with my daughter at St. Ali in South Melbourne… I tweeted about it and received a message back saying that they recogonized I was a loyal customer and please go to the counter to receive a complimentary bag of Coffee… and ‘Happy Mothers Day’.
    I was really impressed, it made me smile and of course I tweeted about it!

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