Recently KLM introduced Meet & Seat, a smart brand utility allowing KLM passangers to share their Facebook and LinkedIn profiles while booking a flight. And if you are looking for an interesting neighbour during the flight, you can arrange a ‘date’ through KLM’s Meet & Seat service – available on all intercontinental flights. Can you imagine the possibilities and creative content potential of this service? It shows us once again how a great business idea almost automatically leads to great ad ideas. Anyway, Tribal DDB introduces the new service with Be my guest: choose the (Dutch) celeb you would want to sit next to during a long flight and maybe you’ll actually win a trip with this person. Online you can strike up a conversation with your favourite celeb (when you answer a question they’ll say “that’s interesting”); DJ Armin van Buuren, football ‘legend’ Ruud Gullit, ‘supermodel’ Yfke Sturm, astronaut Wubbo Ockels, actor Jeroen Krabbé, or Dutch designer Hella Jongerius. It might be overselling the Meet & Seat service somewhat – they won’t be sharing their social profiles when booking a flight, that’s for sure – but a ‘Journey of Inspiration’ (KLM’s brand proposition) it will definitely be for the winners.