Cole Haan and Tumblr Create NYFW Viral Marketing Strategy

Using the power of Tumblr's blogging platform, retail brand Cole Haan has created a viral marketing strategy around the hashtag, #SubwayStyle, posting street-style pics of fashionable New Yorkers riding the subway. To celebrate the campaign and kick off New York Fashion Week, Cole Haan and Tumblr hosted a #SubwayStyle blogger event at the New York Transit Museum in Brooklyn, N.Y. last Thursday.

Twenty bloggers met at a subway station in Manhattan, where they received a MetroCard, as well as the Transit Museum's address. The bloggers were unaware of what awaited them, but were taken on a tour of the museum upon arrival.

Cole Haan and Tumblr representatives encouraged attendees to tag…
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