This is a great use of user generated data by KLM. Built on the premise that the best travel tips come from friends KLM are using a travellers social graph to build a personalised map of their next holiday destination. Called the ‘Must See Map‘ the campaign is running in 24 countries with the first 20,000 participants receiving an actual custom printed map ready for their holiday.
I’m kinda torn on this idea. On the one hand it seems a simple and almost logical social media integration for KLM, yet on the other my stalker alarm goes off. These ideas tend to go the way of the lowest common denominator and in my opinion that’s guys looking to sit next to hot girls! I may be jumping the gun a little there, and the video does do a nice job of framing the more mature and responsible way of using the platform but I’m still left with doubts. What are your thoughts?
A brand launching a customer service capability on twitter or Facebook really isn’t news, but launching your real time offering with a slower, clunky, human version is! Enter KLM! To celebrate their twitter profile going live they started answering customers questions by filming human tweeters! Basically 140 KLM staff members would each grab a letter, run onto a big white canvas, order themselves to form the questions answer, hold the letters above their head, and voila! Human twitter! The purpose of the campaign was to illustrate how personal their service still is on twitter/Facebook. Did they achieve that? Judge for yourself.