KLM Surprise is still probably the best example yet of how a travel brand can use the social graph to discover and engage with customers in an unusual and valuable way.
The airline launched the project in late-2010 and it has been showcased and debated at travel conferences around the world ever since.
The idea was simple: find out more about passengers by looking at their open social media profiles (FourSquare, Twitter, Facebook, etc), then surprise them at the airport with a gift related to their interests or where they are going.
Read full story at: http://www.tnooz.com/2012/02/17/news/accor-launches-a-club-surprise-social-media-project-claims-not-to-have-heard-of-klm-surprise/