Fendi has launched an exclusive mini game designed for the WeChat ecosystem called “Fendi Ways to Rome.”

As reported by Jing Daily, the fashion brand worked closely with WeChat to bring the game to mobile devices earlier this month. Gameplay provides players unique tidbits on the Fendi brand as they traverse the streets of Rome, Italy. The free-to-play game also extends into the real world with sweepstakes for players that give them the chance to win a free trip to Italy.

In recent years, WeChat has become a key platform for retail and marketing initiatives. The popular platform has been leveraged to launch products such as designer handbags and “Peppa Pig” licensed merchandise.