KLM used social media to invite consumers to decorate one of its planes in traditional Dutch blue tiles featuring their Facebook profile pictures. The Boeing 777-200 plane, unveiled yesterday (June 15) ahead of its maiden flight from Amsterdam to Atlanta, is wrapped in a selection of 3,965 crowd-sourced tile images and uplifting quotes.
Using either KLM's Facebook page, local Dutch social media site Hyves or via the campaign website, www.tileyourself.com, people uploaded their profile pictures, chose from a variety of special tile designs and added inspiring phrases of their own to compete for a place on the plane's exterior. The tiles are based on Dutch Delftware, a Netherlands tradition. Even if their tile was not selected for use on the plane, participants could share the design via social media and winners will receive a personalized video that shows their tile attached to the plane.