Viral marketing B2B for KLM

Emerce (in Dutch) reports about a new viral campaign launched by KLM with the claim “Join BlueBiz and win a company airplane!”. The effort aims driving members to KLM’s BlueBiz loyalty program, dedicated to medium and small enterprises.
BlueBiz members can win a plane for a day in December, a KLM Cityhopper which will take 50 persons to a destination anywhere in Europe.
No advertising has been employed to promote the initiative, just targeted email to Flying Dutchman members, KLM travel agents and existing BlueBiz members.
The campaign has been developed by Lemz.