In November 2010 a hiker going to Rome was greeted by her airline company and then given a watch to track her distance and walking speed. The gift was part of KLM surprises, a social media campaign which greeted customers by name and provided them with personalised gifts. The campaign, which hit 1,000,000 impressions on Twitter was organised by KLM, one of the world’s largest airlines, which was not even confident that social media can work for them before that.
Social media is changing the media landscape. While before frequency and gross rating points were used to build a brand’s image and traditional media marketing was confined to a one to many interactions, now social media is fast becoming a one to one conversation in which the consumer has the final word.