KLM Royal Dutch Airlines is known for its social media initiatives, and over the weekend the air carrier launched its latest social media campaign, “KLM Live Reply.”

The airline has promised to answer every tweet it receives within the hour, day and night, using a unique sort of alphabet comprised of employees. Kind of tough to explain beyond that, so we’ll just let this video from KLM do the talking. It shows how KLM plans to respond to the tweets:



The live video tweeters are real people and they’re videotaping live from Amsterdam Schiphol Airport. The livestream is here.

Here’s how the airline explained the campaign:

“To show the world KLM’s helpful social media service, we’ve replaced normal Facebook and Twitter typed responses with a living alphabet made up of 140 KLM employees. This dedicated crew responds to tweets and posts in a unique way, by running around and assembling the answer live before your eyes, within the hour.”



You can check out several more of the responses on KLM’s YouTube channel.

Jody Koehler is a PR Daily contributor based in The Netherlands.