I find how brands integrate digital with the rest of the marketing mix fascinating. Many still don’t get it, as seen by high profile cock-ups by the likes of Nestle but savvy companies realise it opens new channels to their audiences.

My colleague Chris McCrudden blogged on Nike’s new campaign, and, continuing the shoe theme, Jimmy Choo is getting in on the act. For the launch of its new ultra cool trainer range, the CatchaChoo campaign updates the treasure hunt idea with technology. The trainers appear at a fashionable London hotspot, announced via FourSquare, Facebook and Twitter and first person to get there wins a pair of their very own.

What’s great about CatchaChoo is that it is simple, straightforward and uses the strengths of digital to best advantage. Not being a Jimmy Choo type I’ll leave it to others to chase the trainer but look forward to seeing the impact it has on sales. Maybe then it will encourage more brands to use digital positively in the marketing mix.