There’s no doubt that Foursquare is taking the web by storm. With over 100 million check-ins to date and new media and brand partnerships announced by the minute, it’s clear this location-based marketing site has a strong future.
So who is doing what in the luxury space as it relates to Foursquare? Here’s a snapshot of a handful of luxury brands that have braved this “new world” and jumped right in:
1. Marc Jacobs
Marc Jacobs was one of the first luxury fashion brands to create a branded experience on Foursquare, offering users an opportunity to explore cities with recommendations from the brand, unlock a Marc Jacobs badge, and read tips and reviews from other users.
A fairly basic way to utilize Foursquare, but since they were one of the first they managed to garner a ton of buzz from the partnership.
2. Jimmy Choo
Luckily, the examples get more exciting from here. As previously reported, Jimmy Choo launched its @CatchAChoo campaign earlier in the year to much buzz and excitement. In honor of their new sneaker launch, they created a hunt around London centered around Foursquare. Followers could see where the sneakers had checked-in and if they managed to get to the venue in time they would win the Choos.
The results clearly showed a successful campaign:
- They had over 4,000 online participants
- Sales of sneakers in-store increased by 33%
- 1 in 17 London-based Foursquare users were chasing the Choos
- The campaign increased positive mentions of Jimmy Choo online by 40%
3. Louis Vuitton
Louis Vuitton pulled out all the stops for their recent London store launch, incorporating Facebook, Twitter, live streaming, and much more. Their Foursquare integration included branded tips on what to do in London, something very much in line with the City Guides that they issue each year and sell in boutiques and online.
Additionally, they offered a branded badge for users who checked into the London store at least three times… and what fashionista wouldn’t want a little LV flair on their Foursquare page??
4. Rebecca Minkoff
It looks like NYC-based handbag designer, Rebecca Minkoff, is taking a hint from Jimmy Choo’s successful sneaker hunt and launching her own JACK A MAC (MAC being short for her iconic “Morning After Clutch”) campaign with the same idea. Over the next three days (July 27 – 29, 2010), follow Rebecca Minkoff on Twitter and/or Jack a Mac on Foursquare and then follow along as locations are announced. Be the first to show up and win a bag! Will a far lesser-known brand such as Rebecca Minkoff be able to pull of the same results as Jimmy Choo? Stay tuned… we’ll all be watching…
Photo Credits: Nate Riggs
