The ‘Coach x Game of Tmall’ digital experience transports visitors to a rooftop cityscape that is both an amalgamation of New York City and Shanghai, places which provide great inspiration for Coach. With energising bespoke music playing in the background, visitors joining the experience are encouraged to find Coach’s mascot, a dancing Rex hiding within the space. The more Rex’s visitors can locate within the cityscape the more points they gain, which can be transformed into discounts to be used on Coach product. Visitors can also gain points by providing their email address.