Need a pair of 350€ trainers? Of course you do. To plug the launch of its signature line of the aforementioned, luxe shoe brand Jimmy Choo is leaping aboard the goodship Foursquare.
Inhabitants of London — which of late has all the fun — are invited to follow the campaign on Foursquare (CatchAChoo), Twitter (@catchachoo) or Facebook for a chance to swoop up a pair of pricey sneaks.
How it works: over the next few weeks, CatchAChoo will use various social media to announce its presence/check in at fashionable hotspots around London — just for a few minutes. The first person to run in and approach CatchAChoo before s/he leaves gets a pair of the trainers s/he is holding in their size. Screenshot of more formal rules:
The idea, conceived by FreshNetworks (@freshnetworks), marks the first time Jimmy Choo has used a social media tool to push its plush product. It also follows news that The History Channel is using Foursquare to teach American history, which in turn follows the Financial Times’ Foursquare effort to draw more young professionals to its subscription content.
Nice way to stir brand frenzy with some lively mobile engagement. Looking forward to seeing more work that rescues the tech-savvy and the beautiful from a destiny of programmer’s pallor.
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