Jimmy Choo Campaign
Jimmy Choo’s first social media campaign wasn’t done through the traditional outlets like Facebook or Twitter; instead it was done on Foursquare. How did this work? A pair of Jimmy Choo’s new trainer shoes was check into some of the most elite and stylish places in London, if you could track them down and catch them while still checked in at a venue, then they are yours. This idea was revolutionary because for the first time an object could check into a place. Before this only people could check into places.
The case study by the Digital Buzz blog explains that Jimmy Choo wanted to increase positive mentions on the Internet and that is why the campaign was done through Foursquare. I think that this was a great idea that more fashion brands should participate in because it’s interactive. This campaign was done in London, so only people in that specific area could participate. I think that it would be beneficial to do another Foursquare scavenger hunt because its fun, interactive and unique. Most fashion campaigns are done by advertisements, but Jimmy Choo decided to step away from traditional ways of communicating, took a risk and did something new.
Over all I think that the campaign was a good idea, but can improve some aspects of the campaign if they decide to do it again. Next time they need to do the treasure hunt in more than one place. To reach more of its audience more location should be included. I also think that they need to make it clear that who ever finds the shoe the custom has to be able to afford the shoe. Jimmy Choo shoes are some of the most expensive shoes on the market. Only an elite group could afford to buy a pair because on average shoes cost about $900. The campaign should have made it clear that when you find where the new trainers shoe was hiding, the customer still had to pay for it in order to win the contest.
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