The Coach team crowd sourced its product development of a Tote while holding onto to their brand. I heard from Vanessa Flaherty, Jamie Dicken, and Stephanie Rohlfs on Coach at BlogHer!
A Simple, crowd sourced campaign.
Coach wanted to reach a new and younger market. They wanted to engage the younger generation in a new way. They wanted the consumer to put their DNA onto the next bag. They launch a “design the next Coach tote” contest. It was a completely viral campaign. They received 3200 entries in less than 6 weeks.
People were spending the whole night on designing bags. They replaced focus groups with the natural language. They were about the distribution not the destination. They wanted everyone to use Twitter, Facebook, MySpace, etc. It traveled across 8000 URLs in 6 weeks.
BrickFish’s Viral Map:
Key bloggers wrote about the contest. There were over 30 blogs that constantly commented on it . The image was that Coach Cared about what their clients wanted. Brickfish Tracked a viral map of each entry and where all the interactions happened with the brand.
They generated over 6M customer images over 6 weeks! On average people spent 7 minutes on the site and each person influenced over 1,729 people with the viralness of the campaign.
Coach was brave in the way they allowed people interacted with the brand. They ended up on the front page of Google.
They sold out this bag in all stores (small runs!) and the designer’s name is inside the bag itself!
Is this long lasting?
Is this novelty or long lasting? I think that people like to co create. We are now in the Generation C world. Generation C is different than the baby boomers, and gen x. Generation C wants to co create, collaborate, etc. I think this will become more important important in fact, perhaps being the primary form of product development.Others doing this?
Do you know of other co creation case studies?
- IBM with development of its WebSphere sMash product.
- NFL football on their advertising.
aDiasas on their viral campaign with University students
WD40 on their work on a product for women.
Check it out here!