Coca-Cola's 'Play Fair' machine was set up at the San Siro Stadium in Milan and encouraged Inter and Milan fans to share a Coke with a stranger who supports the opposite team. The rivalry between Inter and Milan is one that goes back decades and as the campaign video proves, people are very passionate about their teams.
After pressing a giant "Share" button on the machine, a second machine in another area would release a Coke to a rival fan. Both of the machines were equipped with webcams and screens, and there were plenty of friendly taunts and jeers that were exchanged in the process. Sharing Coca-Cola became like a competition in itself and in about an hour, all of the Cokes were shared.
With its 'Small World' machine, Coca-Cola also attempted a larger scale version of this experiment with the India-Pakistan crisis.
Rival Camaraderie Pop Machines
Coca-Cola's Play Fair Machine Helps Rival Sports Fan Share a Coke
Trend Themes
1. Rivalry-based Marketing - Marketers could leverage long-standing rivalries between communities, brands, and events to promote their products through friendly competition and camaraderie.
2. Interactive and Social Vending Machines - Vending machines that offer interactive experiences and the ability to share products on large scales at social events hold immense potential for engaging customers and prompting viral marketing.
3. Brand-aligned Social Awareness Campaigns - Companies could leverage their brand identity to promote social awareness, multiculturalism, and peaceful coexistence by devising creative campaigns aimed at breaking down cultural barriers and promoting togetherness.
Industry Implications
1. Sports and Event Marketing - Sports and event marketers could integrate interactive and social vending machines to engage audiences through competitive, shareable experiences and viral campaigns.
2. Fast-moving Consumer Goods (FMCG) Marketing - FMCG companies could find innovative ways of promoting their products at social events and public spaces by harnessing the power of interactive vending machines that can offer engaging and shareable experiences to their targeted audiences.
3. Social Awareness and Multiculturalism Promotion - NGOs, philanthropic organizations, and other socially conscious entities could collaborate with beverage companies and marketers to devise feel-good campaigns aimed at promoting multiculturalism and peaceful coexistence through fun, interactive experiences that leverage cultural differences.