Although social media savvy brands are beginning to warm up to the idea of location based services, some brands remain skeptical of the benefits. This week London-based fashionistas who belong to Foursquare will have a chance to experience the marketing possibilities behind location based services.
Shoe giant Jimmy Choo is using Foursquare to organize a treasure hunt in real-time around London. With this contest, Foursquare followers can see where one pair of Jimmy Choo trainers check in. Once they’ve checked-in, campaign followers can show up at the trendy venue in hopes of catching the pair of shoes before they flee to their next, equally chic location. Once caught, winners are able to choose their size and style.
It’s interesting that this campaign is effectively using additional social media platforms such as a contest-specific Twitter handle (@CatchaChoo) and Facebook fan page dedicated to the contest. Both accounts are updated in real-time along with Foursquare check-ins.
If this were a national or international contest, the accounts would be overwhelmed with interested parties. However, because of the London specific location, all accounts – including Foursquare – have less than 1,000 fans, followers and friends creating an intimate feel to this contest.
This contest is interesting to the social media industry for reasons other than shoes. Location based services and geo-tagging are already starting to be used by brands such as Time Out New York and the Financial Times but this is the first contest of its kind and while some may look at it as a cheeky marketing ploy, it also seems to be an effective brand building tool and a glimpse into the future of social media.