Jimmy Choo, a world-renowned footwear brand, is organizing a real-time treasure hunt around London via Foursquare.

One pair of Jimmy Choo trainers will check in at various locations and those who follow the campaign and are lucky enough to arrive at a venue before the trainers leave will get to pick a pair in the style and size of their choosing. Contestants must be at least 16 years old.

The sneakers — and, presumably, the marketing minion assigned to carry them around — are checking in at trendy spots such as Lounge Lover, The Hummingbird Bakery and the members-only Mortons.

The campaign is Jimmy Choo brand's first foray into social media marketing; a rep said they wanted to use Foursquare to engage fans both online and off. She also believes that this is "the first time Foursquare has been used to check in an object (rather than a person) at locations."

Interested parties in London can follow the shoes on Foursquare. The rest of us can stay updated via the campaign's Twitter account.

What do you think of this marketing ploy? Would you like to have more branded treasure hunts for highly sought-after goods?