So you’re walking through the airport and a stranger comes up to you and hands you a box. Do you:
(A) Scream ‘bomb’ and look for security?
(B) Think wowee this is my lucky day?
Royal Dutch Airline KLM has launched an interesting social media customer rewards campaign called ‘KLM Surprise‘ at an airport in Amsterdam. When passengers check in at the airline’s Foursquare locations, the KLM Surprise team leap into action. They scour the passengers social networking profiles to find out information on the passenger in order to come up with a personalised gift to surprise them with.
Apparently travellers have gotten gifts of champagne, a watch and one guy, who was going to miss a soccer match, received a New York guide book with the best soccer bars bookmarked for him. KLM are sharing photos of the ‘surprised’ passengers on their Facebook page.
A nice idea, athough I doubt RyanAir or Aer Lingus will be imitating this any time soon…lest you get your hopes up!
The Airline did have one flaw in their social media strategy – they failed to properly monitor the campaign. The KLM Surprise website was pulling in all the tweets using the hashtag #KLMsurprise. However some crafty sods realised the airline wasn’t monitoring the feed and so tweets such as these were published along with some other unmentionables!
- I do love your ability to bring tourists and marijuana closer together #klmsurprise #hashtaggeddit
- Service so crap you feel like an inmate and not a passenger #klmsurprise
I’ve written about the handy tools available for online brand/campaign management. Such as…
- Google Alerts – Set up free email alerts on the latest Google results (news, web, etc) for your chosen keywords.
- Google Realtime Search is a handy tool which can help to find the origins of a story online. You simply type in the keywords from the story or headline and set the timeframe you want to look at.
- Twitter Search – ‘Does what it says on the tin’ and allows you to see what’s being said about you or your brand on Twitter at any time.
- Google Blog Search – Sometimes news/relevant comments appear in blog search results but might not appear in Google News searches or in the main index. Google Blog Search allows you to scan the blogosphere for mentions of your brand/company.
- RSS Feeds – Subscribe to relevant sites and keep up to date with their latest articles by using a tool such as Google Reader.
- Social Mention – Receive free daily email alerts of your brand, company, marketing campaign, or on a developing news story or a competitor
- Addict-o-matic – Allows you to create a custom page on any topic/keywords. Addict-o-matic gathers information from across web pages and social media platforms and when you visit the Addict-o-matic page you get all the relevant results for your brand/keywords.