What it is?
When passengers check in at KLM’s Foursquare locations, the KLM Surprise team then uses social networks such as LinkedIn, Twitter, and Facebook to find out information about the passenger. Odds are, anyone who uses Foursquare will have a presence on other social networks, providing the team with information about the person and their trip. The KLM Surprise team then uses this information to come up with a personalized gift to surprise the passenger with.

Why it’s cool?
it’s cool because experiences must provide a memorable offering that will remain for a long time and that’s what KLM does.
when people look at their personal gift they will remember their trip with KLM.