KLM’s Meet & Seat Service in the SpotlightMay 30th, 2012
Tribal DDB and DDB’s new campaign for KLM Royal Dutch Airlines invites people to go on a trip with a Dutch celebrity
Tribal DDB and DDB Amsterdam have developed a new KLM campaign, labelled ‘Be My Guest’. Via the KLM Be My Guest website, the brand invites people from all over the world to have a ‘virtual chat’ with one of six world famous Dutch celebrities: Armin van Buuren – the world’s number one DJ, Ruud Gullit – football legend, Yfke Sturm – supermodel, Wubbo Ockels – astronaut, Jeroen Krabbé – Hollywood actor and Hella Jongerius – designer.
By answering five questions, a participant reveals their personal preferences in the ‘virtual chat’ with one of the celebrities and puts themselves in the running to travel with their favorite celebrity. Each of the six celebrities selects the most interesting travel companion, and the selected participant is rewarded with a trip to an inspirational destination together with this celebrity. The six winners will also visit a unique event that ties in with the profile of the person with whom they chatted. For example: a participant who loves music and selects a chat with the world’s number one DJ Armin van Buuren, may win a trip to a dance party in the USA.
The campaign is initiated to support the launch of KLM’s Meet and Seat service, that allows people who booked a KLM flight to find out about interesting people who will be on board the flight they plan to take. On a private section on KLM.com, they can share their Facebook or LinkedIn profile details and check those of other passengers, who have chosen to share theirs. If they feel like meeting a passenger in advance of the flight, they can select a seat next to him/her. When the campaign launches the Meet & Seat service is available on all intercontinental KLM flights.
The Be My Guest campaign will be actively promoted in Brazil, Germany, The Netherlands, Norway, Sweden, UK, US and Russia, but is open to inhabitants from any country. The vivid campaign website is scripted in HTML and is accessible via desktop, laptop and tablet computers. Participants can choose to share the personal profile they create when participating via a social network (or by other means), but do not need a social network account to participate.
Go to http://bemyguest.klm.com/en_US for more information about this campaign and the six world famous Dutch celebrities involved in the campaign.