KLM Space

Objective

KLM Royal Dutch Airlines partnered with Space Expedition Corporation to promote commercial suborbital space tourism while positioning the airline as an innovation pioneer. The campaign aimed to generate buzz around accessible space travel experiences and showcase KLM's entrepreneurial spirit through an extraordinary consumer engagement activity.

Solution

An interactive prediction game launched on klm.com/space where participants guessed the maximum altitude a high-altitude weather balloon would reach before bursting. The balloon, carrying cameras and GPS tracking, launched on April 22, 2013, from Nevada, with live tracking during ascent streamed on the campaign website. The prize for the most accurate prediction included a two-person trip to Curaçao with luxury hotel accommodation plus one seat aboard the SXC Lynx suborbital spacecraft. The experience was developed across desktop, tablet, and mobile platforms, with social amplification enabling participants to solicit peer endorsements for their predictions.

Results

No participation numbers, engagement metrics, or outcome data were published in accessible press materials or award documentation.