KLM is “… a leader in using social media in creative ways..” according to Flying With Fish, a blog on BoardingArea.com. Recently the airline made a bet with the Dutch Dance Industry that if they could get enough people to reserve a flight via a specially created Web site, the airline would launch a special nonstop flight between Amsterdam and Miami for the Ultra Music Festival in March. The bet worked. Within five hours from the moment the bet was on, 351 people had reserved their seats. According to Flying With Fish, “It is nice to see airlines not only interacting with their passengers, but also shedding the concepts of conventional interaction and marketing.”