Anybody interested in getting the whole pair of 1,600 dollar Jimmy Choos were directed from Facebook to a campaign site. Here they could try on the shoe virtually with their web camera. If the shoe fit you only had to write why you should win the shoe, the prince and half the kingdom (the overall campaign theme was Fairytale Creations, remember). The campaign lasted for seven days and seven nights. Replies came from all over the land – and finally the rightful owner could be announced.

The campaign spread quickly on fashion blogs. Every important blogger (from NK's point of view) told the Tale of the Lost Jimmy Choos. A high number of women tried on the shoe virtually. The campaign evaluation showed significant increases in awareness in the younger female target group. The winner recieved the complete pair of Jimmy Choos in front of a large crowd at NK. Then they lived happily ever after.