KLM Combines Social Media with Print
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.
Through this social-campaign KLM aims to enlarge its global e-mail database by offering participants a relevant and useful incentive. Concept and development were done by Dutch agency Code d’Azur.
The concept
Aren't the best tips the ones from friends? Social Media are filled with requests like: “I am going to Paris. Where do I sleep, eat, drink and what are the ‘must sees’? Please provide your tips.” Managing these tips is usually quite a hassle: tips are spread out over the timeline or in separate emails. Most people go around with printed emails on their holiday. Based on this insight Code d’Azur developed the concept of the friend-sourced destination map. This 'Must See Map' is the perfect solution to both collect and organize the best things to see and do. The way it works is simple: create a map for your destination and use the built-in functionality to ask your friends for tips via Facebook, Twitter and email. Through analysis of Facebook check-ins you see directly which friends have already visited the destination. And you’ll not only get the name of your friends favorite ice cream shop, you also know where to find it. Off course you can also add your own tips. Once you have completed the map you can order it and it will be sent to your home within three weeks. All for free.
Viktor van der Wijk, Director Digital Marketing, KLM: “The KLM Must See Map campaign perfectly fits KLM’s ‘little act of kindness’ social media strategy. Participants get a free personalized city map delivered at home and we receive their e-mail addresses in return. That makes there are two winners and that’s what we always strive for.”
Nik Nieuwenhuijs, Code d’Azur: “One of the biggest challenges was to ensure that the physical map was a perfect representation of the destination, with the tips provided by friends. To realize this, we co-operated intensively with both Google and the printing company. Another level of technological complexity was added by the fact that the application needed to be localized for a large variety of countries”.
Credits
Client: KLM.com
Responsible at KLM: Orchidea Kadaruskan, Koen Spiers, Simonette Verwoest
Agency: Code d’Azur (www.codedazur.nl)
Concept: Kim Nieuwenhuijs-Griffioen & Madelon Uljee
Design: Priscilla de Gier
Account: Michiel van der Linden, Michiel Meiberg
Interaction Design: Nik Nieuwenhuijs, Michiel Meiberg
Development: Aaron Howell, Rick Schoo, Rupert Rutland, Jimmy Bokhove, Rob Stroom, Xenia Sarapoff, Paul Verhulst
