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Opdrachtgever, bureau/school en categorie

Titel:
KLM Meet & Seat
Opdrachtgever:
KLM Royal Dutch Airlines
Bureau:
-
Datum eerste publicatie:
01/02/2012
url:
http://www.klm.com/travel/nl_en/prepare_for_travel/on_board/Your_seat_on_board/meet_and_seat.htm
Categorie:
Social Media
Innovation

Credits

Concept:
KLM Royal Dutch Airlines
Technische realisatie:
Chris van Erp, Jan van Helden
Account:
Chris van Erp, Jan van Helden
Verantwoordelijk bij klant:
Chris van Erp, Jan van Helden
Overigen:
Martijn van der Zee, Marjan Rintel


Afbeeldingen

Video



Case omschrijving: Social Media

Projectbeschrijving
We (KLM Royal Dutch Airlines) were curious to learn how we could use social media to add value to our customers’ trip. We wondered how we could bring our brand promise “journeys of inspiration” to life in a way that people actually got inspired by KLM … and would talk about it to their friends.

We worked closely together with our customers to find out what would help them to make their journey even more inspiring. It made us understand that our customers don’t talk about campaigns, they talk about the things that actually help them, that solve a problem, that empower them.
That’s why we launched Meet & Seat, a simple tool that helps you see other people on your flight, based on their Facebook and/or LinkedIn profile, and let’s you choose a seat next to them or -for example- have a coffee at the airport. We didn’t create a campaign to make travel look more interesting, we actually made traveling more interesting.
Voor/over product of dienst
Meet & Seat IS the product/service.

How does it work?
1) Go to KLM.com and log in to My Trip.
2) Go to the ‘Seating’ tab and click ‘Meet & Seat’ on the right.
3) Log in to your Facebook or LinkedIn account.
4) Select the profile details you want to share with other passengers and add your travel details.
The seat map will show you other passengers’ profile details and which seat they have chosen. You can select your seat – for example next to someone with similar interests. Easy as that!
Doelgroep(en)
We initially launched Meet & Seat on 3 KLM routes, targeting the specific users of these destinations. It was, after all, a pilot. We later (after the overwhelming succes) expanded the service to all our destinations.

After opening up to all destinations, we mostly targeted business flyers (frequent flyers, willing to share LinkedIn profiles to connect with other business people).


Case omschrijving: Innovation

Projectbeschrijving
We (KLM Royal Dutch Airlines) were curious to learn how we could use social media to add value to our customers’ trip. We wondered how we could bring our brand promise “journeys of inspiration” to life in a way that people actually got inspired by KLM … and would talk about it to their friends.

We worked closely together with our customers to find out what would help them to make their journey even more inspiring. It made us understand that our customers don’t talk about campaigns, they talk about the things that actually help them, that solve a problem, that empower them.
That’s why we launched Meet & Seat, a simple tool that helps you see other people on your flight, based on their Facebook and/or LinkedIn profile, and let’s you choose a seat next to them or -for example- have a coffee at the airport. We didn’t create a campaign to make travel look more interesting, we actually made traveling more interesting.
Voor/over product of dienst
Meet & Seat IS the product/service.

How does it work?
1) Go to KLM.com and log in to My Trip.
2) Go to the ‘Seating’ tab and click ‘Meet & Seat’ on the right.
3) Log in to your Facebook or LinkedIn account.
4) Select the profile details you want to share with other passengers and add your travel details.
The seat map will show you other passengers’ profile details and which seat they have chosen. You can select your seat – for example next to someone with similar interests. Easy as that!
Doelgroep(en)
We initially launched Meet & Seat on 3 KLM routes, targeting the specific users of these destinations. It was, after all, a pilot. We later (after the overwhelming succes) expanded the service to all our destinations.

After opening up to all destinations, we mostly targeted business flyers (frequent flyers, willing to share LinkedIn profiles to connect with other business people).