What better way to watch Disney’s animated film “Planes,” than when riding one yourself? That was Dutch airline KLM‘s thinking behind this fun-filled kids event it held to promote its partnership with Disney. The airline invited a handful of little ones to board one of its fleet for a very special screening of the feature film. While the plane was parked in a hangar, the children watched the movie on the in-flight viewing screens. Throughout, they experienced the events of the film just as the characters did, with the help of some real-world special effects.

The children’s stunt is just the latest in KLM’s innovative marketing moves. Previous efforts include an unusual contest that promised winners a trip to space, a round-the-world social media campaign starring Dick Bruna’s beloved kids’ book character Miffy and the Seatmates push that allowed passengers to choose who they sat with on their next flight via Facebook and LinkedIn.

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adage_200x200This story originally appeared on AdAge, a Skift content partner.

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