Published on Thursday, February 17, 2011
Airline targets baby boomers online
KLM is setting its sights on silver surfers with the launch of a viral that it hopes will raise awareness if its destinations.
The carrier has seeded its KLM Jukebox Journey game with a mix of bloggers and social media sites aimed at the over 50s market. The game is based around music from four decades starting with the fifties and will nostalgically test music knowledge.
As players continue through the quiz, which asks them about popular bands from each decade, they will come across name-checks for KLM destinations. Once the player has answered eight questions, they can register for a prize draw for a return flight.
Marketing communications manager UK and Ireland Verane Brissaud said: “It is important for KLM to support the over 50s demographic in a targeted manner. The UK’s silver surfer community continues to use a wide range of social media sites and blogs becoming savvy and increasingly active internet users.
“Our aim is always to target key audience markets in a light-hearted, entertaining way and we’re confident that by tapping into the music theme, our participants will enjoy the nostalgia trip.”
by Dinah Hatch