Jimmy Choo organized a treasure hunt in London using Foursquare to hide pairs of shoes around the city. After the hunt, Jimmy Choo's sales increased by 30%. Dior grew its follower count on social media from 1,000 to 11,000 over 6 months by tweeting mystery phrases and posting exclusive short films for bloggers. Tierry Mugler had Lady Gaga debut a new single during one of its fashion shows, gaining 70,000 new followers on social media thanks to Lady Gaga's large existing fan base.