On the luggage conveyor belt and before their luggage came out, passengers found some unexpected luggage arriving: a personalized gift with the names of each one of them.The baggage claim area became a spontaneous party. The surprise and the passenger's reactions were recorded and became a video which was launched in Spanair’s Youtube. Spanair sent this to all other clients as their Christmas greeting.In 48 hours, the video was viewed 100,000 times and, in two weeks, 700,000 times. It was shared more than 8,000 times, blogs and Spanish TV channels Cuatro and Telecinco, BBC, ABC echoed the news.

• Spontaneous applause from all passengers that received the surprise.• In 48h hours, the video had more than 100,000 viewings, 700,000 in two weeks.• More than 30,000 individual comments and replies were posted on YouTube, Facebook, Twitter etc. A token of the new relation the brand established with clients.• Ranked 6th most viewed viral in Goviral.• Spanair's Facebook wall received thousands of comments demonstrating it had impacted more than just the passengers but all those who were moved by the campaign..

These reactions mean a first stage on the relationship and dialogue with the brand.