Dance Industry Fills An Aircraft Using Twitter

Wednesday, December 1, 2010
KLM is the world’s first airline to add a flight to its schedule following a bet on Twitter. The flight will depart for Miami on 21 March.

The action was prompted by the American “Spring Break” which this year will coincide with the Ultra Music Festival from 25 to 27 March, in Miami. The bet was a simple one. If the initiators could get enough people to reserve a seat on www.fly2miami.nl before 6 December, KLM would agree to add a non-stop flight from Amsterdam to Miami especially for the Dutch Dance Industry. The flight was filled within five hours and the counter now stands at 351 reservations.

“It became clear to KLM very quickly that the idea of a direct flight to Miami is a popular one among the Dutch Dance Scene. “It’s why we took on the bet!” said Martijn van der Zee, VP E-Commerce at KLM. “We can rightly call it a first — the first time KLM will deploy an aircraft following a request on Twitter. Social media are becoming more and more important to KLM to offer information and service to our customers.”