KLM: Must See Map

KLM Must See Map combines social media with print

KLM Royal Dutch Airlines has launched a new global social media campaign: KLM Must See Map, made by friends. The online campaign, currently running in 24 countries, enables visitors to create a personalized city map, filled with tips from their friends. Participants will receive the high-quality printed city map at home – all for free.

Through this social campaign KLM aims to enlarge its global e-mail database by offering participants a relevant and useful incentive. Concept and development were done by Dutch agency Code d'Azur.

The concept
Aren't the best tips the ones from friends? Social Media are filled with requests like: "I am going to Paris. Where do I sleep, eat, drink and what are the 'must sees'? Please provide your tips". Managing these tips is usually quite a hassle: tips are spread out over the timeline or in separate emails. Most people go around with printed emails on their holiday. Based on this insight Code d'Azur developed the concept of the friend-sourced destination map. This 'Must See Map' is the perfect solution to both collect and organize the best things to see and do.

The way it works is simple: create a map for your destination and use the built-in functionality to ask your friends for tips via Facebook, Twitter and email. Through analysis of Facebook check-ins you see directly which friends have already visited the destination. And you'll not only get the name of your friends favorite ice cream shop, you also know where to find it. Of course you can also add your own tips. Once you have completed the map you can order it and it will be sent to your home within three weeks. All for free.