The KLM promotion is based around Delft blue tiles, with Facebook users encouraged to turn photos and profile pictures into Delft type images and then add a caption too. Selected photos will then be added to a specially painted KLM plane which will then fly around the world.
The KLM / Delft Facebook app can be accessed here: http://apps.facebook.com/tileyourself
and a YouTube video explaining everything can be watched here:
This is an elegant way of using both virtual and real world Owned Media to stimulate Earned attention - though I think 'Delft Yourself' would have been an even better name!
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