KLM's online seatmate-picking system ( first reported on Creativity in December) has officially launched under the moniker 'Be My Guest'. The website lets travelers view the Facebook and LinkedIn profiles of their fellow passengers and choose their seat accordingly.
Its launch is being promoted with a series of prizes in which consumers can win trips alongside Dutch celebrities such as footballer Ruud Gullit, supermodel Yfke Sturm and DJ Armin van Burren. It's a neat idea (although the campaign itself does highlight one potential flaw of the system; you may want to sit next to someone who doesn't want to sit next to you).
DDB and Tribal DDB worked on the website and ads.