Collecting Panini stickers is part of the FIFA World Cup ritual, bringing fans together over missing players, duplicates and the search for a complete album. This fan activation brought that tradition to life with sticker trading, interactive activities, branded installations and photo moments. Customers who purchased a large Coca-Cola received a Panini sticker pack, giving them another reason to start collecting and connect with fellow fans through swapping. Touring cities including Miami, Houston and Los Angeles, the activation turned a shared passion for soccer into an experience fans could take part in together.