In this campaign, KLM was looking to engage with travel enthusiasts, particularly those who are active on social media and collect more customer data to promote their existing and planned services to potential customers. They launched an app on Facebook called “Flight Connoisseur” that was fun and allowed players to win various prizes. The game was based on people looking at profile pictures of strangers and making comments about them while evaluating the comments made about themselves. The game aimed to provide an enjoyable gaming experience with both everyday questions like “What kind of chef do you think they would be?” or “How good is their computer game skills?” and entertaining questions like “If they worked in a circus, what would they do?” or “If they had a superpower, what would it be?”