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KLM made travel a little more exciting when it introduced Meet & Seat, an online system that lets customers choose their seatmates on the basis of their Facebook or LinkedIn Profile. According to Mr. van der Zee, KLM senior VP E-commerce, around 4,000 profiles have been shared. And that's only one of the exciting creative moves from the brand in the past year. Other efforts include "Trip Planner," which allows users to arrange group trips with friends through Facebook, and the Passport App, which turns travelers' trip photos into movies that can be shared through social media. Taking risks pays off in the new era of creativity, said Mr. van der Zee, noting, "People appreciate us for trying the unexpected."