KLM - #GetComfy

KLM - #GetComfy

During the month of February, KLM promoted its Economy Comfort product – seats that have up to 10 cm extra legroom compared to a regular Economy Class seat – with a new micro campaign that calls the airline’s fans and followers to share what comfort means to them through a dedicated Facebook app , microsite , or via Twitter or Instagram using the hashtag #KLMGetComfy.

The general public could vote for the images and the fifteen “images of ultimate comfort” that generated the most votes were shortlisted as finalists, with a jury selecting one entry for the grand prize of two Economy Comfort tickets. The competition was open to residents of 30+ countries.

The majority of entries consisted of people comfortably stretched out on the couch, or lying on the grass, as well as lots of images of babies, dogs and cats snoozing. Perhaps not surprising given the limited space available in Economy, there were few shots submitted of passengers sitting comfor tably onboard.