KLM Surprise - KLM stalkers! Facebook users beware- they are coming to get you.

KLM is watching you!

First job: Stalk your target customer and find out as much as you can about them!

Second Job: Find the target person you are stalking before they board a KLM flight- make sure to "SURPRISE them" by catching them off guard, so they are really creeped out by how you found them!

 Third Job: Have a personalised gift ready to give them by really stalking them on their social media pages- make sure to dig deep, get to know them, their interests, hobbies, where are they going, what will they do? Maybe our boyfriends/ girlfriends could learn from KLM's social media stalking skills to get to know us better and buy us better gifts too to surprise us!

This campaign is actually quite comical and KLM acknowledges in a sarcastic way that they "get to know them (the consumer) in a discreet manner." When is enough really enough though?

Big Data is the power of the future in marketing. Marketeers are no longer blindly targeting consumers but are digging deep to really get to know who they are, what makes them tick? There are so many levels of segmentation that go far beyond demographic segmentation. KLM seems to not want to place us in a neat little box, but they want to go as far as stalking us on our social media pages to really get to know us.

Well, if this does not bother you, at least you are rewarded with a nice personalised surprise gift from KLM. However this makes me wonder if big companies are sometimes better at getting to know who I am by stalking and studying me than any boyfriend? They have the right tools, the software, the technology but also a strategy- to increase sales. At the end of the day advertising has one main aim- "to sell"- may it be an idea, a product and to increase profits, a charity cause, or behavioural change- advertising still has a very commercial goal. 

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