Dutch airline KLM released a video a few weeks back demonstrating how they used social media to spread a little happiness amongst some of their customers.

Their activity was to identify customers who checked in on Foursquare or mentioned on Twitter that they were flying with KLM from a particular airport. KLM staff then used the customer’s social media profile to find out a little more about them in order to present them with small appropriate gifts.

This is a clever way of joining the dots – recognising and rewarding loyal customers in a tangible way. These customers almost definitely will go on to talk even more about their positive experiences with KLM. It is not a terribly sustainable activity for KLM and some people think it verges on stalking, but there is something compelling about the activity that could be transferred into other sectors.

Thanks to the nice folk at BespokeWithDirection for bringing this to my attention today.