Last month, KLM has developed one of the best online viral marketing campaigns, which is characterized by its ability to engage with audience, share the message and be simple, original and creative.
What did KLM do? The airline created a micro website called “Trace the place”, where users of different countries can access to play an online contest-game that allows them to win two return tickets to their favourite destination.
You can check this game here: “Trace the place”. The dynamic of this original game is as follows:
You have to choose a Pack&GO destination predetermined by KLM, then you are dropped in your favourite destination and you have to guess where is the place, using Google Street View to look around this location.
Once you have the location, you must place your pin on a map and the participants who placed the pin in the most exact location will win two tickets to that destination.
Also, you confirm your participation in the game through Facebook, Twitter or e-mail. After that, KLM send you an email with the link to your personal game page. You can ask for help from your friends using Facebook, Twitter and e-mail.
At the end of the contest, you receive an email with a link that shows your score and the distance from your original pin to the correct location.
This campaign has some elements of a successful online viral marketing campaign. According to Grifoni, P et al.,(2012) “the marketing message to become viral will reach the target of potential consumers by transforming them in active agents that involve other people by sharing the message…it allows consumers to pass along a marketing message in an easy manner”.
Among these important elements, it can be mentioned:
- Give away valuable products or services: “They may not profit today, or tomorrow, but if they can generate a groundswell of interest from something free”. Wilson, R. (2012). In this case, KLM gives away two return tickets to any Pack&GO destination of the user’s choice. Pack&Go were super deals that KLM promoted on its website.
- Attract attention and impress the audience: Because KLM always try to do something new and different, for example with the micro website created using Google Street View.
- Simple: The message is well executed and the website is easy and simple to use by the participants.
- Share: “Why do people share content? One reason is because of the useful information contained…In fact, content is more likely to become viral the more positive it is”. Berer & Milkman (2013). The users of “Trace the place” are more likely to share it because is a positive thing, a free trip wherever you want.
- Also, people can share it with friends in an easy way through social networks like Facebook, Twitter or e-mail, in order to spread the message quickly and generate a positive feedback.
- Gather customer information: Because the users have to confirm their participation using Facebook, Twitter or e-mail, so KLM access users’ data in a quick way.
The airline KLM achieves engagement with its costumers, they want to play and participate in the game because it is entertaining and provides a great prize. For example, people tweeted in KLM’s Twitter account asking for help to win return tickets.
With this viral campaign, maybe KLM could not see immediate results, but it creates a continuous feedback with its users, improves brand awareness and increases sales.
Do you usually get engaged in KLM’s campaigns? Please, comment your opinion about this viral campaign.
Berger, J. and Milkman, K. (2013) Emotion and Virality: What Makes Online Content go Viral?. Insights, 5 (1), pp.19-23
Grifoni, P et al. (2013) An Integrated Framework for On-line Viral Marketing Campaign Planning. International Business Research, 6 (1), pp.22-30
Wilson, R. (2012) The Six Simple Principles of Viral Marketing [online], May. Available at: http://webmarketingtoday.com/articles/viral-principles/. [Accessed 25th October, 2014]