Coach: Self-Expression Through Gaming

Coach redefined branded gaming activations by respecting the nuances of gaming culture, delivering a luxury fashion experience that aligned with gamers' identities.
Across three month-long takeovers on key gaming platforms, Coach empowered gamers to show off every pixel of their personal style, building off themes from its Spring 2024 "Find Your Courage" campaign. These takeovers highlighted core visual themes and the campaign's hero item–the quilted Tabby bag–in experiences on ZEPETO and Roblox.
These takeovers reimagined three of the worlds from Coach’s Spring “Find Your Courage” campaign, amongst these were the Summer, Floral and Colourful themes, reimagined and implemented for accessible virtual luxury.
Across ZEPETO, users were able to experience Colourful World, reimagined as a content booth. Players could create and share short form videos with their avatar posed on the world’s quilted bridge, set against a vibrant New York City backdrop. These avatars could also be styled in select Colourful World items from the Spring 2024 collection, including the campaign’s hero Tabby bag, before being submitted for Coach styling competitions. Players were able to cast votes for their favourite looks, with the winners of the competitions receiving IRL Coach items, including the Tabby bag.
On Roblox, Fashion Klossette immersed players in a competitive catwalk themed around Floral World, with a daisy-filled design area, and with special access to Floral World clothing and accessories from the Spring collection. Players were able to compete against one another in special Coach runway themes, crafting looks inspired by “Empire State of Flowers” and “Blossoms and Bling”.
This takeover bridged into Coach’s takeover of Fashion Famous 2, through a cross-experience UGC scavenger hunt. Players were able to collect hidden items and complete challenges in both worlds, unlocking free Coach-inspired wearables including sparkle wings and a hair accessory.
Launching the highly anticipated sequel to the hit experience Fashion Famous, Coach reimagined its Summer World for the launch of Fashion Famous 2. The launch of the game found players in a special Summer World inspired shop, where they could access clothes and accessories, before competing for votes on a New York Subway inspired runway.