As you probably already know, KLM is one of the best players on Social Media. They are known for their genius and creative replies to people on Facebook and Twitter, and for their unique campaigns, like the one with the cute dog that brings people their lost belongings.
This month, KLM has started testing something new, called “FlightFunding”, as a kind of crowdfunding project. In this experiment, one person gets 24 hours to raise money for a flight using her social media. KLM daily receives tons of messages from people that wish to travel, but have no money. This campaign is meant to help these people (Emerce, 2015).
In the experiment, Juanita from Schijndel in the Netherlands, got the chance to raise enough money to fulfill her wish. Her wish was to be reunited with her family in Canada. The flightfunding-experiment was a great success. In only eight hours, they reached their goal to raise €1.200 (Van Gils, 2015). Because of this success, KLM’s Social Media manager, Karlijn Vogel-Meijer, states that it’s their aim to organise more flightfunding campaigns. This is not a “one-time thing” (Fygi, 2015).
In my opinion, this is a great marketing campaign of KLM. It’s creative, innovative, and joyful. I think it’s a great way to help people, who have a wish to visit a long-lost family member, for example. Even though, KLM isn’t doing great right now, this campaign is something refreshing, and it will definitely not harm their reputation.
I love it!! What do you think? Do you like the concept? Is it a good move from KLM?
Watch the video here:
- Emerce (2015) KLM experimenteert met flightfunden, http://www.emerce.nl/nieuws/klm-experimenteert-flightfunden
- A. Fygi (2015) KLM bekijkt hoe het vervolg aan flightfunding-actie kan geven, http://www.adformatie.nl/nieuws/klm-bekijkt-hoe-het-vervolg-aan-flightfunding-actie-kan-geven
- van Gils (2015) Top marketingactie: ‘Flightfund’ je vlucht met KLM, http://www.dutchcowboys.nl/marketing/top-marketingactie-flightfund-je-vlucht-met-klm