Nice to see major brands start valorizing their existing fans and customers, instead of spending their entire marketing budget on a neverending search for new clients.

Heineken went the distance with their One Million Heineken Hugs campaign. To celebrate the fact of reaching one million likes on Facebook and to say thank you to all of those fans, Heineken sent a team of Heineken Huggers out to the streets of Amsterdam, determined to give back some of the love.

But you don't need to wait for such a milestone like 1 million fans to give something back to the community. And you don't have to spend a lot of marketing dollars on high involvement campaigns either. It is much smarter to commit small acts of kindness on a regular basis.

A couple of hours ago KLM posted the following message on their Facebook wall:

A couple of hours later this was the result:

A small effort resulting in over 300 likes and 100 comments from delighted fans.

HT @tomdebruyne