KLM - Valentine Wannagives

KLM - Valentine Wannagives

As reported in the December 2013 edition of this report, KLM’s latest social media initiative ‘Wannagives ’ allows friends, family and colleagues of passengers flying with KLM to treat their loved ones with a surprise during their flight by preordering a gift online – whether a glass of champagne, a fresh orange rose, a watch, or anything else from KLM’s duty free catalogue – which will then be delivered to the passenger’s seat during the flight.

To promote its Wannagives service, KLM on February 14th let friends and family surprise their loved ones – who were flying on long-haul routes with KLM on that day – with a free chocolate heart onboard. The chocolate heart was made of fair-trade milk chocolate, and manufactured by artisan Belgian chocolate maker Callebaut. Those wanting to surprise their Valentine could add a personal message to their gift or sent it anonymously.

In total, KLM surprised hundreds of travelers on board forty-four intercontinental flights with a gift from their Valentine. Video of the onboard surprises here.

According to a ‘behind the scenes’ report on the KLM blog, the inspiration for the event came from the observation that most of personal messages that are put on the regular Wannagives presents are about love. With just 17 days to prepare, a group of colleagues from different departments within KLM arranged the chocolate hearts as Valentine’s gifts, created a love-card, wrote a press release, developed a print ad and bought KLM-blue wraping paper with cute white hearts. Especially for the occasion all Valentine cards were hand written.