KLM Royal Dutch Airlines is no stranger to ambitious social media campaigns. It’s won headlines and accolades for its “Fly2Miami” and “KLM Live Reply” promotions.

Last week the airline did it again, introducing a social media service called “Meet & Seat,” which enables passengers to pick their seatmates based on their Facebook and LinkedIn profiles.

Here’s how it works: When a passenger shares his or her profile via “Meet & Seat,” KLM notifies the person via e-mail about whether other passengers on the flight have shared their details.

“Meet & Seat” is available for flights from Amsterdam to San Francisco, New York and São Paulo. It will roll out the program to other intercontinental destinations soon. KLM is the first airline to integrate social networking in its regular flight process.

You can learn more about KLM’s social media campaigns at PR Daily’s International Social Media & PR Summit in Amsterdam on Apr. 11 and 12. KLM is among the presenters. Find out more about the event here.