KLM is trying a new way of attracting older passengers to check its flight schedules and trip planning service by creating an online music quiz.
Fresh from the success of its KLM Surprise project, where passengers were identified using social media and then given gifts in departure lounges, airline officials have developed the KLM Jukebox Journey.
The idea is very simple: visitors to the site are asked a series of music related questions (quite easy), with each having a location theme where KLM just happens to fly to.
As each answer is submitted, users can click on links to see travel guides about the destination and are shown a starting price for a flight.
At the end of the quiz the user can submit the score into a draw to win flights, plus find links to each of the songs mentioned on music sharing services Spotify and Last.fm.
Online games certainly appear to be springingupeverywhere recently, but KLM is taking the idea further by developing a social media strategy around the project.
Targeted at the over-50s, KLM is preparing to "seed" the game on a string of high profile bloggers, social media sites and other well known figures on the web in the age range to spread the word.
The idea, officials say, is all about creating nostalgia for music in the 19050s, 1960s, 1970s and 1980s - while throwing in trip ideas at the same time.