Sought after shoe label Jimmy Choo is set to launch an innovative marketing campaign involving a treasure hunt style shoe search around the capital.

Using Foursquare – a location specific, social media tool – the shoes will be placed at trendy locations across London, publishing hints and tips about their hideaway.

Marketing news publication Marketing Magazine reports that the shoes involved in the promotional campaign are trainers from the latest Jimmy Choo range. The trainers will only stay at their chosen location for a few minutes, before moving onto the next hotspot, if they are not claimed by a lucky shoeaholic.

Any shoe fanatics who find the £395 trainers, will be offered a free pair in their own size to show off to friends and family. According to The Telegraph, the trainers, to be launched officially next month, will feature gold eyelets, star print soles and feature exotic print leather uppers.

In a renaissance of nineties fashions, the brand, along with other high end labels such as Christian Louboutin, are embracing high-top styles and comfort, rather than their ubiquitous 6 inch heels.

Director of accessories at Selfridges, Sebastian Manes, was cited in The Times as commenting that fashionistas will clamour to buy the trainers, saying: ”These trainers are a backlash against shoes being so high — they are about being comfortable and cool at the same time.”

The trainers can be tracked on www.foursquare.com/user/CatchAChoo

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