KLM flew to viral success with Fly For Fortune.

A Pixar alike movie trailer dominated the blogosphere without buying media space. The result was 8 million views in 90 days, 787.000 UV's, 1.1 million game plays, 210.000 new opt-in e-mails, ticket sales up, pagerank 6 and ROI of 1200%. Campaign won the Bronze Esprix for most effective campaign.

The campaign ran last November, December and January in 58 countries and in 10 languages.

Here are the results:
1. 210.000 new e-mail addresses
2. an ROI of approx. 1.200% (costs/ ex-tax turnover)
3. mainly positive reactions in the blogosphere

The details:
• 1,1 million game plays
• 787.000 visitors
• 210.000 new e-mail addresses
• ROI of 1.200% (costs/ex-tax turnover, ex media value)
• 65 winners

Viral:
• Tell-a-friend respondents: 34%
• Number of blog posts: > 100
• Number of video portal posts > 120
• Media, PR and Click value > € 400.000 (Seeding & measurement via LaComunidad)
• Google page rank http://www.flyforfortune.com: 6/10

E-mail:
• Initial e-mail 36% total open rate , 36% total click rate
• Follow-up e-mails: 148 % total open rate, 30% total click rate

Incredible sales success for this campaign.

Information via http://www.viraltracker.com