Meet the Poppy Project
To celebrate the first birthday of Poppy in 2010, Makeable and Coach, Inc. created The Poppy Project, a socially-fueled online art project that engaged bloggers and blog readers in the youthful and spirited attitude of the new Coach Poppy collection.
What better way to celebrate than with a campaign as sassy and sequined as Coach Poppy herself? Coach invited a select group of fashion-passionate and style-savvy bloggers to be the first to paint the web Poppy by asking them to register their site and install a small piece of code: a "Poppy Seed."
How it worked
Once installed, the seed activated by creating a single Poppy Blossom on their site. Among other things, the Poppy listened to its owner and his/her network on Twitter. The Poppy Pattern bloomed as people interacted with it.
The more each fan played with their pattern and got their respective network and visitors to do the same, the bigger, more unique and more interesting the blossom grew. Savvy participants quickly unlocked many secrets of the campaign such as "creative Tweeting" and its direct relationship with their specific blossom.
Follow the Poppy trail
With each interaction, view, Like and Tweet, the art project grew and grew. The small group of trend-spotters from the fashion blogosphere quickly grew into a network of Poppy patterns and sites that blazed across the social web.
Poppy's fans and their personal networks jumped on the Poppy Trail generating more than 20,000,000 earned media interactions, experiences and impressions. As an added perk, participants also enjoyed personal traffic boosts as fans followed the Poppy Trail, discovering new fashion inspiration along the way.
Noteworthy: Coach received top marks in the L2 Digital IQ index, citing the Poppy Project. See it here. (3.2mb)
100 early invitations to bloggers linked 781 sites in the Poppy Trail which generated
47,000 tweets and 20,000,000 earned impressions in
30 days as fans hunted for 50 gift cards and blogs raced toward the $2,500 grand prize.