KLM - Unboxing the 787

The internet phenomenon of ‘unboxing’ —people filming the moment they unbox their gadgets like the latest smartphone, smart watches, tablets, game consoles and other highly coveted items—has become a popular trend online.

KLM joined-in by filming the ‘unboxing’ of its new Boeing 787 Dreamliner and putting the video on YouTube . In this case, the hangar served as the gift box to be opened, and the Boeing 787 aircraft was the ultimate high-tech reveal.

In the video , the brand new KLM 787 is ‘unboxed’ by crew in the same way as others ‘unbox’ their gadgets. Protective packaging, stickers, and screen protectors are slowly removed. The two pilots reveal items on the fly deck and the cabin crew is first to unpack and test-out the features of the airline’s new interiors.

The film, shot at KLM’s home base Schiphol Airport, progresses step by step as more of the aircraft’s features are revealed to the world.

The airline promoted the ‘unboxing’ event on social media , blogs, and in its focus markets. KLM also set up a dedicated site to commemorate the ‘unboxing’ event.

KLM is the world’s first airline to present a new aircraft in this way and the lighthearted ‘unboxing’ movie has been viewed more than 1.1 million on YouTube.

KLM’s campaign is a good example of how the popularity of internet memes (concepts that spreads from person to person via the internet) makes them an effective marketing tool for airlines to create buzz around their brands.