Coach In My Tabby Virtual Campaign

To promote Coach’s “In My Tabby” campaign celebrating everything we carry that makes us who we are and the brand’s iconic Tabby bag, Coach introduced a multichannel digital experience in Spring 2023. The “In My Tabby” virtual campaign translated the traditional retail campaign to a multisensory and engaging experience that invited audiences into the world of the Tabby. The launch included an Augmented Reality collaboration with Zero10, a digital Tabby game experience as part of Decentraland's Metaverse Fashion Week, a bespoke personality quiz at Tabby pop-ups, and in-store promotional animations.
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Augmented Reality: Coach launched an AR mirror installation at Coach’s store located in the heart of Soho, New York City in collaboration with the AR tech start-up Zero10. This AR launch featured eight AR filters based that allowed customers to try on different versions of the Tabby bag digitally.
Metaverse Fashion Week in Decentraland: In collaboration with five digital artists, Coach launched a game experience featuring a huge Tabby bag floating in the sky of Decentraland during the Metaverse Fashion Week. Players could enter the Tabby bag through a portal to play games, collect digital Tabby bags, and win emotes.
Personality quiz: To engage Gen-Z customers during their time at global Coach Tabby pop-up stores, we developed an easy-access personality test to determine what Tabby bag suits our users the most, inspired by the iconic bag’s status as a symbol of self-expression for today’s generation.
In-store animations: During the “In My Tabby” campaign, Coach presented digital animations featuring iconic Tabby products and the beloved Coach mascot Rexy on screens across global stores to fully immerse customers in multisensory digital content during their shopping experiences.