Ooh, look at you: KLM does it again – dress like a stewardess on Facebook
And whether it’s creating web games for older passengers, allowing people to put a Dutch tile design on an aircraft or the now famous KLM Surprise project, the Dutch carrier is often cited as being miles ahead of other airlines when it comes to taking marketing and social engagement to different levels.
The latest effort is called Stewardess Yourself and is an application which sits within the airline’s Facebook page.
It’s a simple enough idea – allow fans to put their picture in classic KLM postcards featuring its glamorous cabin crew.
The app lets users bring in their desktop, webcam or Facebook pictures, change colours and crop the design, before throwing the image into the portfolio of postcards.
Voilà! Mr Pilot.
And, err, a stewardess.
The point with all this is that it is not a product-driven promotion – there are no obvious links to search and booking fares on the airline’s network of routes.
But what is almost certain to happen is existing fans will play the game (it is a very funny exercise after all) and will post the results on their Facebook walls.
This, in turn, because each image has a direct link to the KLM page on Facebook, will attract more fans (users must become fans to play with the app) who can be marketed to directly.
Kevin May is editor and a co-founder of Tnooz. He was previously editor of UK-based magazine Travolution for nearly four years and web editor of Media Week UK from 2003 to 2005.
He has also worked in regional newspapers (Essex Enquirer) and started his career in journalism at the Police Gazette at New Scotland Yard in London. He has a degree in criminology and a postgraduate diploma in magazine journalism.