Fly Write

KLM Royal Dutch Airlines created a new social media campaign, called “KLM Live Reply,” that truly needs to be seen to be believed.

The airline committed to answering every tweet it receives within the hour, round-the-clock, in a special “live” way. The company is responding with messages from people holding up letters to form sentences.

The airline explains the campaign this way:

“To show the world KLM’s helpful social media service, we’ve replaced normal Facebook and Twitter typed responses with a living alphabet made up of 140 KLM employees. This dedicated crew responds to tweets and posts in a unique way, by running around and assembling the answer live before your eyes, within the hour.”

The crew is videotaping live from Amesterdam Schiphol Airport and more responses can be found on KLM’s YouTube channel. What do you think? Do you like this form of instant messaging and company contact?

September 21, 2011 · Posted by in social media  


2 Responses to “Fly Write”

  1. Pete on September 21st, 2011 9:24 am

    It feels a bit gimmicky. I guess I’d prefer a quick response in the normal fashion to having to watch a video of dozens of people assembling a reply. A normal response would allow them to respond in something like 10 minutes or less instead of an hour.

    That said, I like the idea of assembling the message with the people, but I think this is the wrong application for it.

  2. Ron on September 29th, 2011 2:14 pm

    Feels a bit gimmicky??

    What is KLM really intending to do with this? The idea is kinda goofy and sweet at the same time. Maybe if they are using this as a springboard to use the application on a much more relevant subject to the average flyer, then I’d be interested in seeing what that is.

    Always enjoy reading the Z2 posts though, keep it up!