KLM, the Dutch airline, have taken social media use to the next level and given customers a brand experience they'll never forget whilst also acheiving massive brand awareness in the process.
Critics of social media and privacy say we put far to much information online and this KLM ad kind of supports the fact however KLM used it to their advantage. By seeing which customers had checked-in to their flights they scowered the customers social media profiles and bought them a personalised gift based on information obtained on the social media platforms.
As the description of the video says, "KLM made an exciting campaign to connect with their customers called KLM Surprise at the Amsterdam Schiphol Airport. They tracked down "how happiness spread'." By initiating these acts of kindness the company saw a massive spike in internet activity including mentions and retweets on Twitter and no doubt received a massive boost in brand goodwill.
This is a fantastic example of how you can use social media to better understand customers and even potential customers and clients before you even meet them. This is something we have been trialling for some time and by finding out a persons interest it can allow you to tailor brand presentations and meetings.