This is a really nice idea that brings online and real life together very well. KLM Royal Dutch Airlines recently launched a new global social media campaign: KLM Must See Map, made by friends. The online campaign, currently running in 24 countries, enables visitors to create a personalized city map, filled with tips from their friends. Participants will receive the high-quality printed city map at home – all for free. Biggest issue is that it takes three weeks to get it which ruins the idea if spontaneous travel is your thing.
To show the world its commitment to deliver a quick and personal replies to consumers who get in touch via social media, the Dutch carrier has come up with a sweet idea: 140 characters, 140 KLM employees. Normal Facebook and Twitter typed responses have been replaced with a living alphabet made up of 140 KLM employees.
KLM has launched a new advergame, called Fly for Fortune. Before playing the game you are invited to watch a lovely Pixar-style game trailer (by Publicis Dialog9, which to a certain extent is even better than the advergame itself. The whole experience is pretty nice (you can personalize your plane – see mine below), even if they could have invested more in the game longevity. What is impressive is not that the game is available in 10 languages (nothing strange with this) rather the fact that players from 58 countries can enter the contest… what a massive work for the KLM’s legal office
Can you write some inspirational lines about KLM? Do you fancy a trip to California? Do you live in Scandinavia? If you answered Yes to all these questions, than visit Flying Words, a new microsite launched by KLM to promote its destinations in the US. The site in itself isn’t very exciting nor interactive (the interface is quite scary, with a finger moving around the screen to drag & drop the words and compose the poem) but I believe the concept behind the contest is quite catchy for the target audience KLM is trying to reach. A simple game to appeal users who are not too confident with online games and interactions (of course mine is only a guess).
Emerce (in Dutch) reports about a new viral campaign launched by KLM with the claim “Join BlueBiz and win a company airplane!”. The effort aims driving members to KLM’s BlueBiz loyalty program, dedicated to medium and small enterprises. BlueBiz members can win a plane for a day in December, a KLM Cityhopper which will take 50 persons to a destination anywhere in Europe. No advertising has been employed to promote the initiative, just targeted email to Flying Dutchman members, KLM travel agents and existing BlueBiz members. The campaign has been developed by Lemz.
KLM will target the Italian gay community with an online advertising campaign planned on Gay.it. The airline aims to promote its loyalty program “Flying Dutchman” collecting new subscriptions. The campaign (which includes an online competition) will start on July 15 and will feature several different ads formats such as banners, pop-ups and the site’s chat sponsorship.
Until June 13th Klm, the Dutch airliner, runs on its Web sites the game Scratch & Win. In order to write an article for MyTech.it (published today) I’ve asked the company a couple of questions on the advergame. These are the answers I received from Youssef Eddini, Head of Staff & Press Commercial. Do you run the campaign world-wide? The game is live in 38 countries world-wide. How many tickets are you giving away? In each country participants can win tickets to various European destinations. Which is the agency that created the campaign? Avance Interactive B.V. A company based in Hilversum, the Netherlands. How many people have been playing the game since its lauch? And how many do you expect will be playing it in the future? Several 10.000′s of people worlwide. We see that especially in Italy and Germany people are very interested to play online games. What is the goal KLM wants to reach with this campaign? Is it branding? Online tickets sales? Both? We’d like to offer our visitors to the website and the subscribers to our newsletter interactive entertainment on a regular basis plus a chance to win interesting prizes. I’ve seen that KLM has often used online campaigns to promote its brand. What’s the company’s attitude towards online advertising? Online advertising is used as a regular part of our total communications mix and is present in almost all of our campaigns. Do you believe it’s an effective way to connect with customers? The effectiveness of online advertising differs per objective and target group of course. With KLM’s current drive to increase the number of online transactions dramatically, the online audience has a higher likelihood of actually using our online products and services. Coverage within that online target group is therefore very important to us. In particular, do you trust advergames and advertainment to help you reaching your marketing goals? Advergames and advertainment support the attractiveness of your site. As long as the entertainment offered on the site bears relevance to the product offering, we do believe it support actual conversion to sales. And you, what are you waiting for? Scratch & Win
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