As Facebook becomes more and more of giant advertising engine, companies are scrambling to produce advertising that fits within the social media platform, and is actually engaging for the user. This is a tricky balancing act between creating something that seems real, and less like an ad, or creating something that feels like an ad, and gets very little traction and social engagement from your user base.
KLM Airlines have tapped into something that represents Holland, and elevates Dutch national pride. Building off of Delft tiles, something that Holland is known for, KLM has created a Facebook application that allows fans of KLM to Delft themselves and create a Delftware tile of their Facebook profile picture. Facebook users can decorate their profile picture, add an inspirational saying and share with friends by using the KLM ‘Tile Yourself’ Facebook App.When you create and share your tile, you are automatically entered into a contest where the winners get to have their tile placed on a KLM jet, which will make numerous international flights promoting KLM and Facebook.
All of this is well and good, but the payoff for participation seems pretty weak. Yes you get to make a cool looking Facebook profile pic and share it with your friends, but in the end what are your chances of actually seeing your image on the plane? I saw this and couldn’t help but think, why didn’t KLM offer the winners a custom one off Delftware tile with their image on it? Or the winners get a free trip on the plane that carries the tile images? There are so many more possibilities for this campaign that seem to have been missed.