Last week at the New Media Age Live event in London Matt Rhodes from Fresh Networks presented a fascinating case study of how the agency came up with a unique way to promote  Jimmy Choo’s new trainer.  Here’s a summary of the campaign and Matt’s slides.

The concept:

• Using 4Square Jimmy Choo trainers checked-in to different locations throughout London  that Jimmy Choo customers would be likely to visit – e.g Expensive restaurants and art galleries. Fans then had 5mins to get to the location to win the trainers

Background:

• Years were spent building up the 250K Facebook ‘Likes’, but more important than the number is the fact that engagement from fans on the Page was higher than on any other UK based brand, apart from Burberry

Results
• Wide online coverage quickly became led to stories in national newspapers
• Sales of the trainer increased by 33%