KLM: Great Viral Success With Fly For Fortune
In November 2006 KLM Royal Dutch Airlines flew to viral success with it’s Fly For Fortune campaign.
A Pixar alike viral movie trailer was targeted with social media planning and naturally seeded by SocialMedia8 and dominated the social universe, reaching millions of people without buying any media space.
The KLM viral movie trailer was viewed 8 million times in 90 days, a large chunk came from European and Asian video portals. Global viral tracking was done with ViralTracker.
787.000 unique visitors visited the KLM mirco website developed by Publicis Dialog. Due to all inbound links at blogs and social media, the KLM micro-site hit Google pagerank 6/10 within a few weeks. The game Fly For Fortune was played 1.1 million times and KLM realized 210.000 new opt-in e-mail addresses in the campaign period.
KLM increased it’s online ticket sales and the return of investment of this viral campaign was 1200%. Fly For Fortune won the Bronze Esprix in The Netherlands for most effective campaign and also Bronze at the IMC Europe Awards.
KLM has launched a new viral campaign last week, which we will cover soon. Download the full KLM Fly For Fortune case study here. Be aware, one of my agencies was involved in this campaign.
Follow Category?Research & Cases
Follow Author?Igor Beuker