Okay, officially the most bizarre travel social media campaign of the year... perhaps. Dutch airline KLM is to cover an entire aircraft with faces of fans from its Facebook page.
The idea behind the Tile & Inspire campaign is to tap into the once popular tradition in the Netherlands of placing ornate blue ceramic tiles - known as Delft - around a person's home.
Ordinarily painted with pictures of windmills, fishing boats and other typically Dutch scenes, KLM's effort uses a Facebook application to allow fans of the airline's page to place their face on a tile.
An "inspirational" message can be placed on the tile and, ads per usual, the final image shared around a fan's network.
KLM, inevitably, will be taking project one step further and eventually painting a Boeing 777-200 aircraft entirely with "tiles" gathered from those made on the Facebook page.
Gimmicky? Of course it is.
But this is not the first time KLM has tried a slightly off-kilter approach to making use of its Facebook page and involving fans (175,000 and counting) in a fun initiative.
In November 2010 the airline launched KLM Surprise, an initiative to reward Facebook fans that check in at various locations with a present related to their final destination.