Going Places: Recycling campaign has bottle

By Peter Firth and Robin Key

Jerusalem – Advertising agency Publicis-E-dologic recently created a recycling campaign for Coca-Cola in Israel that used Facebook Places, allowing people to check in whenever they recycled their Coca-Cola bottles.

The soft drinks company placed more than 10,000 recycling bins throughout the country and added them to the Facebook Places index, enabling people to register their locations using GPS on their smartphones when using the bins. People were encouraged to take a photo and share it on Facebook. The most active recycler was crowned The Recycling King.

This campaign was a great way to tap into consumers’ collective conscience. Allowing consumers to see their friends recycling helped to spur them on to do the same.

For more examples of how brands are using games and competitions to drive consumer behaviour, read our Prohibition Gaming and Prohibition Culture trends.