# Rival Camaraderie Pop Machines Coca-Cola's Play Fair Machine Helps Rival Sports Fan Share a Coke By Laura McQuarrie | Published 2014-05-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/play-fair References: [adverblog](http://www.adverblog.com/2014/05/13/coke-fair-play-machine/) & [coca-cola.it](http://www.coca-cola.it/) [Coca-Cola's](https://www.trendhunter.com/trends/beat-the-icon) 'Play Fair' machine was set up at the San Siro Stadium in Milan and encouraged [Inter](https://www.trendhunter.com/trends/adidas-and-mls) and Milan fans to share a [Coke](https://www.trendhunter.com/trends/cocacolas-summer-olympics-campaign) 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. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 33% | Activity: 74% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### Why This Trend Is Growing - **Rivalry-based Marketing:** Marketers could leverage long-standing rivalries between communities, brands, and events to promote their products through friendly competition and camaraderie. - **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. - **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. ### Industries Being Reshaped - **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. - **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. - **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. ## Related on Trend Hunter - [Football Challenge Campaigns](https://www.trendhunter.com/trends/beat-the-icon.md) - [Hug-Inspired Olympics Campaigns](https://www.trendhunter.com/trends/cocacolas-summer-olympics-campaign.md) - [Friendly Fandom Campaigns](https://www.trendhunter.com/trends/fans-have-more-friends.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Soccer Soda Brand Campaigns](https://www.trendhunter.com/trends/world-cup-marketing-campaign.md) - [Refreshing Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/beverage-campaign.md) - [Smart Soda Dispenser Trials](https://www.trendhunter.com/trends/new-compact-freestyle-machine.md) - [Futuristic Cityscape Activations](https://www.trendhunter.com/trends/coca-cola-y3000-zero-sugar.md) - [Recycling-Focused Travel Campaigns](https://www.trendhunter.com/trends/cocacola-and-merlin-entertainments.md)