KLM Royal Dutch Airlines wanted to promote the launch of Disney’s latest movie ‘Planes’ on board its in-flight entertainment system, and generate maximum buzz with it.

First we organised an old fashioned colouring competition, but what the kids didn't know, was that they were actually each creating one frame of their own animation movie, a movie which invited them to the special pre-screening of Planes.

But instead of going to the cinema we had something more spectacular in mind. We rigged an entire KLM plane with special effects. Smoke machines, a lighting rig, a rain installation and a snow simulator were all synced to every scene in the movie giving the kids a completely immersive movie experience in and around a plane. Everything that happened to the main characters in the film, happened to the kids as well.

The execution of the event mirrored the setting of the film. It started in a farm setting and ended up in a miniature stadium, where everybody welcomed and celebrated them as true winners, just like the plane in the movie.

Within two weeks the event video was viewed over 2 million times. It got thousands of lovely tweets and comments, numerous blogs posts, and some viewers even applied for jobs at KLM.

The event was executed according to plan.

1) Half a year before the official worldwide movie-premiere we already had to start time coding the movie so we could sync the special effects. Disney gave us access to the highly confidential unrendered wire-frame animation film.

2) Create the event and create a scenario for filming the stunt.

3) The lucky movie-goers competed in a special colouring competition. What the kids didn't know, was that they were actually each creating one frame of their own animation movie – which invited them to the pre-screening.

4) Pick up winners and take them to the secret location: a plane in a specially equipped hangar at Schiphol Airport.

5) Show the ‘Planes’ film to the kids and execute the special effects in the hangar.

6) Capture and edit the film.

7) Share the film via KLM social media channels and send it to selected blogs.

Within two weeks the event video was viewed over 2,5 million times. It got thousands of lovely tweets and comments, numerous blogs posts, and some viewers even applied for jobs at KLM.