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"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. \nTwenty 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. \nCole Haan and Tumblr representatives encouraged attendees to tag their photos and mention Cole Haan on Twitter, promising that the top three posts would receive Cole Haan gift cards. But the museum's underground location meant there was absolutely no cell-phone reception. \nNicole Alyse of Running in Wedges said, \"I can't believe everyone's not freaking out right now. I can't tweet anything.\" Most of the hashtag traffic came from bloggers who tagged photos and tweets while traveling aboveground,  or shortly after they left the event. \nMany of the attendees were Tumblr loyalists, some with blogs hosted on the platform for more than three years. Miguel Yatco of Living in the Stills said he began his relationship with Tumblr when he was asked to cover New York Fashion Week last year: \"It bumped me into a new level of photography.\"\nJaimen Sfetko of Jaimen Lee said she loves the community on Tumblr and its inherently social nature: \"You get so used to reblogging, tagging and liking photos...It's cool to see the other bloggers face to face.\"\n\n\nCole Haan x Tumblr #SubwayStyle Event\n\n\n\n\n\n\n\nBloggers meet at the 14th St./8 Ave. subway station before being photographed by Cole Haan's #SubwayStyle photographer\n\n\n\n\n\n\n\n\n\n\n\nCole Haan's #SubwayStyle photographer snaps pics of Giza Lagarce of Musings In Femininity.\n\n\n\n\n\n\n\n\n\n\n\nBloggers are photographed by Cole Haan's #SubwayStyle photographer.\nPhoto by Mashable, Nina Frazier\n\n\n\n\n\n\n\n\n\n\nBloggers each received a pair of Cole Haan shoes to wear the night of the event in a style of their choosing. \n\n\n\n\n\n\n\n\n\n\n\nBloggers receive directions to the event, but don't know exactly what awaits them.\nPhoto by Mashable, Nina Frazier\n\n\n\n\n\n\n\n\n\n\nNicole Alyse of Running in Wedges makes her way down to the NY Transit Museum\nPhoto by Mashable, Nina Frazier\n\n\n\n\n\n\n\n\n\n\nBloggers pose at the NY Transit Museum in front of a vintage MTA bus.\nImage courtesy David X Prutting/BFAnyc.com\n\n\n\n\n\n\n\n\n\n\nBloggers pose for pictures in vintage subway cars. \nImage courtesy David X Prutting/BFAnyc.com\n\n\n\n\n\n\n\n\n\n\nBloggers have some fun on vintage subway cars. \nImage courtesy David X Prutting/BFAnyc.com\n\n\n\n\n\n\n\n\n\n\n\nImage courtesy David X Prutting/BFAnyc.com\n\n\n\n\n\n\n\n\n\n\n\nImage courtesy David X Prutting/BFAnyc.com\n\n\n\n\n\n\n\n\nImage courtesy David X Prutting/ BFancy.com"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/02/14/subway-style-blogger-event/>