KLM - Paper Plane

KLM - Paper Plane

Following the launch of a fun new mobile game called JETS (covered in the June 2015 edition of this report), KLM has spearheaded a social media photo campaign calling on fans of the airline to download a paper airplane template, fold their own KLM paper plane and post a photo of it to social media using the hashtag #KLMpaperplane .

The reward for KLM customers is the simple opportunity to have their image re-shared on Facebook, Twitter or Instagram by the world’s most influential airline on social media.

By going to the KLM blog , participants can select from three paper plane templates; the Really-Easy-to-Fold Paper Plane, the Easy-to-Fold Paper Plane, or the Difficult-to- Fold Paper Plane. They can then download and print their chosen plane and watch a special KLM YouTube video tutorial for a demonstration of how to fold it. So far, the three tutorials have amassed 1,700 views together.

The final step is to simply take a creative photo of the KLM paper plane and upload to the social network of choice.

This playful social media campaign is inspired by KLM’s new JETS mobile game, which puts players in the pilot seat of their very own KLM paper plane. They can select KLM destination cities from around the world and fly through them collecting blue KLM stamps, completing other missions and even challenging friends.