From April to June, luxury shoe vendor Jimmy Choo leapt into tennis-shoe production and social media with a splash: It dreamed up CatchaChoo, a “trainer hunt” that united the real and digital worlds on a quest to capture free sneakers.
The Po!nt: Take a little play-time. Social interconnectedness affords plenty of space for thinking outside the standard campaign box. Consider what your product means—then build a game around it. That will be way more memorable than a sit-and-watch-me TV ad.