Coca Cola ‘The Fair Play Machine’: #ShareTheDerby

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Do you still remember our last post about an interactive, football-themed vending machine sponsored by Pepsi? Almost similar with Pepsi’s campaign, Coca Cola has created a new promotion based on football fans rivalry.

Coca Cola strikes back again with another creative campaign. Introducing Coca Cola ‘The Fair Play Machine’: #ShareTheDerby. Following its #ShareTheGood campaign series, The Fair Play Machine  try to ‘reconcile’ the historic rivalry between two football fans in Milan, Italy: Inter Milan and AC Milan

On the 23rd December 2013 Coca-Cola placed two vending machines, one on each side of the Stadio Giuseppe Meazza – commonly known as the San Siro. Both machines were connected in video and audio, so people on the end of them can interact each other. What made these machines special was that it was impossible to get a Coca-Cola for yourself. There was only one button, and by pressing it, you would send a Coke to the machine of the opposite team. This way, they could only get a free coke, if you shared one with people from a rival team.

Created on May 7th 2014, the promotional video has garnered more than 80K viewers on YouTube.

http://www.youtube.com/watch?v=hd7eOxQ8kgI