KLM surprise is a campaign that uses the power of social networking sites Twitter and Foursquare, to connect and entertain their consumers. The idea was that every passenger that used twitter or foursquare to post about travelling with KLM received a ‘surprise’. A team of KLM staff, researched the passenger’s online profiles, bought them a suitable gift and personally delivered it to them whilst they were in the waiting to travel. For example one woman travelling to Rome received a Nike+ band as she had mentioned on profile that she was a sporty person. On twitter alone, KLM generated more than 1,000,000 impressions, which is a pretty good outcome to such a simple idea.
“Doing something that creates a real smile on someone’s face, is much cooler than attaching a smiley face” - KLM