jimmy choo

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Jimmy Choo Joins the Cult of Foursquare

by M. Elizabeth Williams on Apr.29, 2010, under foursquare

Jimmy Choo's Catch a Choo marketing campaign

Win a pair of Jimmy Choo trainers by following "CatchaChoo" on Foursquare

Just when you thought the Wall Street Journal might win a prize for Awesome Use of Foursquare for Marketing, premium designer shoe brand (beloved by fashonistas and wannabe Sex and the City girls everywhere) Jimmy Choo launches an incredibly creative campaign.

Jimmy Choo, London, have taken their shoes mobile, going to seriously hot spots around the city and checking in on Foursquare every time they arrive. Those lucky enough to check in on Foursquare, find the venue, and get there before the Choo bag leaves get to select their very own size and style Jimmy Choo trainer (that’s sneakers, for us Americans) for free. The trainers, by the way, retail for between $465.00 and $595.00.

So, what’s so special about this promotion? Well, honestly, everything. Most brands have been using Foursquare for one of two purposes. One–the most obvious one–is to bring foot traffic into a location by offering specials to frequent patrons and free goodies or special discounts to the Mayor of a location. The second has been in line with mostly media companies: have different venues unlock different, unique badges for Foursquare users in order to drum up more followers on the social media circuit. (Example: to unlock MTV’s badges for various Jersey Shore cast-approved night spots, you have to be a friend of MTV first.)

Having the product go mobile and, essentially, asking fans to stalk the product is innovative and down-right fun, like a scavenger hunt on the move. This livens up a quickly crowding medium with a new idea to be explored, one whose simplicity should leave other marketers wondering “Why didn’t I think of that?”