Fresh from launching and thenextending its social media-led Meet & Seat platform, KLM is turning to some of the Holland's high profile celebrities to help promote the service.
While some are still not sure about the merits of such as service, Meet & Seat has captured the imagination of many and fuelled KLM's reputation as a bit of pioneer in social media in the airline sector.
In short, the service allows passengers to link their Facebook and LinkedIn profiles and photos to their booking, view the social media profiles of others who have opted in, and pick seat mates before their flights.
To bring the idea to a wider audience, KLM has enlisted the likes of ex-Dutch football legend Ruud Gullit, DJ Armin Van Buuren, supermodel Yfke Sturm or actor/director Jeroen Krabbe to front a major campaign.
Their help is to attract passengers to a competition (Be My Guest) to spend time on a flight with each celebrity, but clearly the promo is aimed at drumming up passenger interest in Meet & Seat, where KLM cannily also gets marketing access to each user as they share their profiles and movements on social media.
In typical KLM style, having the celebrities on-board for the campaign is paying off already in terms of exposure. The Gullit ad on YouTube has attracted almost 200,000, Sturm and van Buuren over 250,000 hits apiece.
Here is Gullit's clip (timed perfectly for the Euro 2012 football tournament in a few weeks, too):