Now Boarding: Disney and KLM Surprise and Delight Children

To celebrate their partnership, Disney and the Dutch airline, KLM joined forces to create a one-of-a-kind experience geared toward children.  The event focused around the Disney animated movie, Planes.

Initially, the program involved having kids submit their artwork to be animatied children’s artwork, but quickly it turned into more. Children were invited to go on board (while the plane stayed in place), watch the movie on screen, and with some super-cool special effects, experience exactly what was happening to the movie’s main characters.

Right this way for a video:

Screen Shot 2013-10-17 at 5.33.39 PM

Why I’m Curious:

This is the perfect partnership and pairing of a brand.  These children and their families will remember this (as will their friends and family) and forever have a positive association with both brands.  Experiential marketing is not always cost-effective and does not have scale/reach so is sometimes ignored.  This, however, has legs well beyond just the children that got to go on board.

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