Jimmy Choo social media campaign kicks off

Jimmy Choo has pioneered a location based social media campaign around London, using Foursquare, Twitter & Facebook to promote their new trainers.

The concept, developed by FreshNetworks, is that you can follow a pink bag of Jimmy Choo shoes around a variety of smart locations in London, and if you manage to intercept them, they’ll give you a pair of trainers free.

While Foursquare is relatively unknown in the UK compared to the US, the resolutely upmarket locations are also posted on Twitter & Facebook and have ranged from Harvey Nichols and Sloane Square to the inside of a Bentley.

The ‘CatchAChoo’ campaign currently has 408 Facebook friends, 825 Twitter followers and around 585 Foursquare friends. No doubt the most marketing benefit is to be had from publicity about the campaign itself, which has been reported over the last couple of days.

It seems a missed opportunity that it wasn’t announced two weeks ago when the campaign started, though perhaps Choo didn’t want to risk a Hoover give away scenario. As it stands, the last reported sighting was at Leicester Square tube station 11 hours ago, perhaps disappearing down the steps for the last time, back underground where social media can’t find you..