Just got word that Shoe Woo, a fabuolous shoe store that just opened its newest location in Manhattan (59th and Lex), is going full force with a real-life giveaway campaign driven through social media. The marketing geek in me is super excited about this.

If you’re in New York, you can track down the Woomobile, a red Mini Cooper with a giant stiletto on top (as shown above), by following the Shoe Woo twitter, @ShoeWoo! If you’re lucky, you might be able to catch the driver personally handing out gift cards to Shoe Woo!  If you’re not, snap a photo of the Woomobile & tweet it to @ShoeWoo to enter to win a gift card valued from $50 to $500 – we’ll be picking winners twice daily.  To view the complete rules, please visit www.shoewoo.com.

I’m pretty serious about finding it and will report back if I do.

Back to the marketing geek part. A few reasons why this campaign stood out versus the dozens that come into my inbox on any given day:

• Genius way to attract followers for Shoe Woo, they are rapidly building an audience they can continue to engage with after the contest is over
• Taking a campaign offline can be tough, because in order to participate, you’re asking people to put in more effort. However, since NYC isn’t the cheapest of places to live and is crawling with shoe lovers, gift certificates for free shoes is enough to get me out and about…especially since everything in the city is just a short subway ride away.
• Allowing people to enter for giveaways by tweeting pictures of the Woomobile is a way to take the offline activities for Shoe Woo and help drive buzz in an online setting! Marketings can’t force something to become viral, but they can help encourage and influence it with the right strategy.
• Using the geo-tracking tool, FourSquare, lets people pinpoint the exact location on a map…meaning less work and more time to hunt down the Woomobile. It’s also becoming pretty trendy in the social media world because it allows people to connect and share insights about different locations (you can even become the mayor of a location, like your favorite Starbucks…I know geeky, but gives a little bit of childish fun too).

I saw the new store yesterday when I was running an errand and it was so hard not to go in. The store is very inviting and the boots in the displays seemed to have a magnetic-like force pulling me in. Here’s a slideshow of photos from the new store!

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