To celebrate his brand new sneaker and tennis shoe launch, Jimmy Choo has created a treasure hunt to market his new line in London. The idea? Follow a person who has the new sneakers through online social networks. The "Choo Hunt" is a contest that is open for a week. The principle behind it: a sneaker wearer (CatchAChoo) wanders into town with a pair of shoes and can be followed on Facebook, Twitter and Foursquare with clues about where he is. Already followed by nearly 2000 people, the marketing operation is not unlike that which had been launched Marc Jacobs in the streets of New York via Foursquare. Launched in early 2008, Foursquare is a new application that allows the user to indicate where it is and to find contacts. An application that is spreading especially as it works on iPhone and Blackberry. And according to the press, Yahoo would be extremely interested in its acquisition.