2. Use Foursquare to Catch a Pair of Jimmy Choo
• What & where ?
- A world-renowned footwear brand organizing a real-time
treasure hunt around London via Foursquare. It was in 2010.
- One pair of Jimmy Choo trainers will check in at various
locations and those who follow the campaign and are lucky
enough to arrive at a venue before the trainers will get to pick a
pair in the style and size of their choosing. Contestants must be
at least 16 years old.
3. • The campaign is Jimmy Choo brand's first foray into
social media marketing
• The brand wanted to use Foursquare to engage fans
both online and off. She also believes that this is "the
first time Foursquare has been used to check in an
object (rather than a person) at locations.“
• The Jimmy Choo campaign was based on solid, but
simple engagement strategy.
• The goal of the campaign was to use Foursquare to
generate online conversations about the Jimmy Choo
sneakers and to make people buy them.
6. Here are some of the statistics:
• After @CatchAChoo : sales of the sneakers in-store increased by
33%
• @CatchAChoo campaign increased positive mentions about
Jimmy Choo online by 40%.
• @CatchAChoo was spread from Foursquare, Twitter and
Facebook; followers would find them at prestigious venues that
fit with brand.
• 1 in 17 people in London were chasing Jimmy Choo around
London!
7. • There were 111 checks in 4 weeks, 4,ooo mentions
on Twitter! It amounted to 4,000 online participants
across Facebook, Twitter and Foursquare.
• The key insight that made this campaign a success
was that Choo realized that 90% of Word of Mouth
conversations were happening offline.
• Jimmy Choo sales saw great positive uplift from all
the online and offline PR from the @CatchAChoo
campaign!
8. • Increased footfall and sales.
• Also built brand partnerships to reward those
that missed out : creating a complete experience
• Create a buzz around the campaign + long-term
strategy behind it.