Flight Funding; KLM experimenting with crowdfunding


KLM is the first airline in the world that uses its social media channels for a FlightFunding experiment. Basically an experiment with crowdfunding. It is also a fine example of creating a new word in the English language and we wonder how it effects their brand image.

Oké, you say FlightFunding?

Today Juanita from Schijndel gets 24 hours (till 9 October, 7 am) the opportunity to make use of KLM’s social media friends to ‘FlightFund’ a flight to her family in Canada. KLM wants to use this experiment to test the strength of its social network. KLM has been using social media for years, it all began with the award-winning campaign, KLM Surprise in 2010. Since 2010 KLM has 24/7 social media service in 14 languages. Per week more than 150 social media service employees answer 70.000 messages from customers and fans. Amongst those messages there are many wishes from people who can’t afford to buy a ticket, but would love to travel.

Karlijn Vogel-Meijer, Manager Social Media KLM: “We would love to help everyone, of course, but sadly this is simply not an option for a business dependent on the sale of tickets. The FlightFunding concept arose from a deep-seated wish to help people make their dreams come true. This social media experiment will allow KLM to assess how its social network responds to appeals of this kind. From the stack of requests, the care team randomly selected the story of Juanita. ”

“Trial and error has played an important part in establishing KLM’s leading position in social media. FlightFunding really is an experiment. Today Juanita’s appeal has been posted on KLM’s social media channels. Everyone can make their donation on flightfunding.com. With over twelve million fans worldwide it must be possible to fund the amount for a ticket? However, in each experiment there is a chance that it will not succeed. We are very curious about the results. ”

The creative concept for Flight Funding has been developed in collaboration with Code d’Azur. See how Juanita experiences the FlightFunding. 

Website: FlightFunding

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