Travel companies will try anything to get a bit of buzz on the web, but here is an example of when it works and doesn't leave an overdone taste in the mouth.
Spanish carrier Spanair decided on Christmas Eve that passengers on one of its last flights of the day deserved a special treat.
While the flight from Barcelona to the Canary Island city of Las Palmas was in the air, Spanair staff wrapped a present with a name tag for each passenger.
Slightly less intrusive, some might say, than KLM's recent project to surprise passengers by looking them up on social networks to discover more about them, and then giving them a gift.
Passengers were then filmed watching the carousel as their baggage - and presents - arrived. Cue surprise and joy, kudos for the airline, etc.
The Spanish version of the clip has secured nearly 300,000 views in two weeks, the English language version another 140,000.
Web coverage is for life, not just Christmas... to modify an old dog welfare slogan.
NB: Hat-tip SocialTimes