KLM: Tile and Inspire

Social media takes flight.

Published on Jun 15, 2011

Editor's Pick

KLM used social media to invite consumers to decorate one of its planes in traditional Dutch blue tiles featuring their Facebook profile pictures. The Boeing 777-200 plane, unveiled yesterday (June 15) ahead of its maiden flight from Amsterdam to Atlanta, is wrapped in a selection of 3,965 crowd-sourced tile images and uplifting quotes.

Using either KLM's Facebook page, local Dutch social media site Hyves or via the campaign website,, people uploaded their profile pictures, chose from a variety of special tile designs and added inspiring phrases of their own to compete for a place on the plane's exterior. The tiles are based on Dutch Delftware, a Netherlands tradition. Even if their tile was not selected for use on the plane, participants could share the design via social media and winners will receive a personalized video that shows their tile attached to the plane. .

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Jun 15, 2011
Tribal DDB Amsterdam

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