Jimmy Choo has launched an online campaign with a heavy focus on social media designed to interact with its existing customers as well as reach a wider global audience. The micro site, www.choo247.com, allows users to upload and share pictures of themselves dressed in Jimmy Choo shoes, following on the heels of similar initiatives by Burberry and Uniqlo. So far, the site has been applauded for its seamless integration with Facebook and the social media app Instagram (the company clearly understands its customers) but has been criticized for not including a transactional element, something that would have really set it apart from existing offerings in the same marketplace.