First of all they located Social Media users that identified themselves as boarding for a KLM flight via Foursquare, Twitter etc.
After that, dedicated staff informed themselves about the profile of these users, i.e. found out what their hobbies are, where they were going etc.
In a third step they hunted them down at the airport (in the mall, at a gate etc.)
And at last they presented these customers with a gift. Nothing big, but always something personal. A guidebook for their destination, an energy drink for somebody potentially exhausted, a ticket for a movie according to the interests of the user. (Interestingly enough there's a scene in the video above where they gave a ticket for the movie "The Social Network" to somebody travelling to a Social Media congress. Could've been me ;)
And the result? Huge smiles on the faces of their customers.
I like this example so much because KLM took some things seriously that are at the core of Social Media:
Social Media have been invented to bring people together.
Not only on the screen but also in real life.
Social Media are about being generous, friendly and amiable.
Social Media gives companies the chance to learn more about their customers and to make the best out of it - for both.
So, the next time you think about a Social Media campaign, why not introducing a new KPI: the number of smiles to be generated.