KLM has seen followers to its UK Twitter feed rise by 784 due to a two-month promotion via the micro-blogging social networking site.
The Dutch carrier – @KLM_UK – offered eight users a pair of tickets to fly from one of 15 UK departure points to Amsterdam.
They were chosen at random each week as the airline monitored Twitter over a two month period from mid-November to identify people feeling in need of cheering up.
No pre-promotion of the ‘random acts of kindness’ activity took place.
“The objective was for KLM to perform selfless acts of generosity with the aim to either assist or cheer up an individual person, leveraging KLM’s ‘human’ positioning and influential brand status,” the airline said.