Coach reaches out to the fashion community with the launch of The Poppy Project. The online art project/contest brings the brand's colorful Poppy-theme to bloggers' sites, while giving them a chance to cash in on some goods.
To participate, online fashion bloggers register their sites to the Poppy Project to receive a customized code that will place a colorful Poppy vine on their site. Participants grow their vine by getting others to tweet a chosen personal hashtag. The blogger with the greenest thumb, or, the biggest vine, will then win $2,500 Coach shopping spree. Also, hidden in the growing vines will be bags that users can click on for special gifts.