In Brief

KLM customers who spend the most time on video chat with their moms have a chance to win flights to visit them on Mother's Day

Distance is rough on relationships—moms and children included. For Mother’s Day this year, KLM started an initiative to connect moms to their kids by creating a special incentive. Grown children are encouraged to connect with their moms through KLM’s digital platform, and users who spend the most time on the calls have a chance to win a free flight. On May 13, those that rack up the most minutes talking to their moms may have a chance to make an in-person visit for Mother’s Day.

One interesting addition to this initiative is that users must always be facing the camera or else the call will be disconnected. This is KLM’s way of bringing people together digitally and, potentially, physically—solidifying the values expressed by the air travel brand in other campaigns about human connection.

KLM


Lead Image: Chatting with headphones stock photo from JKStock/Shutterstock

Distance is rough on relationships—moms and children included. For Mother’s Day this year, KLM started an initiative to connect moms to their kids by creating a special incentive. Grown children are encouraged to connect with their moms through KLM’s digital platform, and users who spend the most time on the calls have a chance to win a free flight. On May 13, those that rack up the most minutes talking to their moms may have a chance to make an in-person visit for Mother’s Day.