KLM wants faces of Facebook fans on the side of an aircraft

Okay, officially the most bizarre travel social media campaign of the year… perhaps. Dutch airline KLM is to cover an entire aircraft with faces of fans from its Facebook page.

The idea behind the Tile & Inspire campaign is to tap into the once popular tradition in the Netherlands of placing ornate blue ceramic tiles – known as Delft – around a person’s home.

Ordinarily painted with pictures of windmills, fishing boats and other typically Dutch scenes, KLM’s effort uses a Facebook application to allow fans of the airline’s page to place their face on a tile.

KLM tile2

An “inspirational” message can be placed on the tile and, ads per usual, the final image shared around a fan’s network.

KLM, inevitably, will be taking project one step further and eventually painting a Boeing 777-200 aircraft entirely with “tiles” gathered from those made on the Facebook page.

Gimmicky? Of course it is.

But this is not the first time KLM has tried a slightly off-kilter approach to making use of its Facebook page and involving fans (175,000 and counting) in a fun initiative.

In November 2010 the airline launched KLM Surprise, an initiative to reward Facebook fans that check in at various locations with a present related to their final destination.

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.



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  1. Ooh, look at you: KLM does it again – dress like a stewardess on Facebook | China Hotel E-Marketing Strategies

    […] 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 […]

  2. mural painters

    This is pretty amazing, I wonder how effective this was for them. I wonder how long it took to paint all that too!

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    […] Other recent efforts have included a online music quiz targeting the over-50s, a project to give passengers unexpected gifts at airports (KLM Surprise), and the recent aircraft “tiling” promotion. […]

  4. Elizabeth Moore

    I must agree, this is a very interesting take on marketing. It appears to be effective nonetheless!

    Great article!

    Visit my website at http://loyalq.blogspot.com/

    Thank you,
    Elizabeth Moore

  5. Orchid

    Whats next? – Travelers photo on the plane – real time!! 🙂

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    […] tarafından esprili bir dille daha şimdiden “yılın en tuhaf uygulaması” yakıştırması yapılan ve Tile&Inspire adı verilen kampanyaya web sitesinden, […]

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    […] dreamed of having your face on an airplane? Now’s your chance. Dutch airline KLM wants to plaster a Boeing 777 with pictures of its Facebook fans. We just know you’re logging in right now to “Fan” them — so while you’re at it, don’t […]

  8. Ruby

    Fiona, IMHO, there wouldnt be a difference if it were any other KLM plane that crashes. what exactly did you think would be different if it were this Facebook Fan plane that crashed?

    I think it’s a good move actually. It’s pretty funny and it would be pretty cool to have my face on the side of the plane cruising in the sky.

  9. fiona

    Dumb idea – imagine the PR disaster should that airplane every be in a crash. Sure the chances are low – but is the risk worth taking?

  10. Troy Thomspon

    Gimmicky, but brilliant. I expect nothing less from KLM.

    – Troy


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