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Virtual prizes, real rewards

Last month, luxury footwear company Jimmy Choo launched its latest marketing venture, the ‘CatchAChoo’ campaign.

The campaign used location-based social networking site Foursquare to “check-in” to virtual locations online, such as London’s Oxo Tower, which Jimmy Choo alerted customers to via its Facebook and Twitter pages.

The aim of the ‘CatchAChoo’ campaign was for users to “catch” the free pair of Jimmy Choo trainers on offer by following their whereabouts on the social networking sites and then visiting the actual location to find them. Only one pair of trainers was on offer as part of the campaign and the pair was only in each real-life location for a few minutes.

After nearly a month they were eventually “caught” by the winner outside London restaurant L’Atelier de Joël Robuchon.

Jimmy Choo managed to keep the momentum of the campaign going for so long by collaborating with brand partners in order to provide consolation prizes for those who made it to the venues a little too late. At the Oxo Tower restaurant, for example, shoppers could enjoy a free glass of wine that day if they mentioned Jimmy Choo.

The campaign created a huge amount of press for Jimmy Choo and resulted in more than 4,000 mentions on Twitter and 300 blogs reporting on it.

This level of coverage will have dramatically increased brand awareness and introduced Jimmy Choo to a totally new audience while also promoting the desired image of the brand by collaborating with suitable partners and venues.

Etailer My-Wardrobe recently ran a similar marketing campaign. The “Denim Dash” was a one-day event in which My-Wardrobe’s Facebook fans or Twitter followers were given clues to secret locations in London where a pair of jeans was hidden. Finders of the jeans won two tickets to the launch party of the etailer’s Denim Bar, a two-day pop-up shop on Carnaby Street.

In just one day, My-Wardrobe gained 67 more Twitter followers and 58 more Facebook fans. The campaign lasted just three hours but gave My-Wardrobe a new following and promoted the launch of the Denim Bar, proving just how quickly this type of clever marketing can create a fast and effective reaction. l

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