The "claim your place in space" contest from KLM Airlines offers an example of how to build word-of-mouth marketing for a travel brand by rewarding fans who spread buzz online, writes Karthick Prabu. The contest asks users to guess how high a high-altitude balloon launched from the Nevada desert into space will reach before popping, and users increase their chances of winning when they share their guesses on social media. The winner receives a trip to space aboard the SXC Lynx spaceship.

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