Foursquare Fashion

High-fashion footwear is getting the social media treatment. Luxury brand Jimmy Choo is organizing a real-time treasure hunt around London through Foursquare. The campaign is for their new line of trainers (sneakers).

Aimed at engaging the public and making their brand more accessible, Jimmy Choo trainers will check in at various locations while campaign followers document their every move. The social media savvy fans who 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.

The campaign marks the Jimmy Choo brand's first foray into social media marketing. A rep said the she believes this is "the first time Foursquare has been used to check in an object (rather than a person) at locations." Interested in following the Catch a Choo hunt? Follow the shoes on Foursquare or on the campaign's twitter account.

I think the campaign is a great idea. The success of marketing and communications plans is now partly dictated by the campaign's success in the online world. While traditional media is still a very relevant audience, social media allows companies to speak directly with the consumer without going through a middle channel. What do you think?