Coca Cola wanted to leverage Facebook Places to increase awareness for recycling plastic bottles and created “The Recycling King” activity.
They added over 10,000 recycle bins locations to the Facebook Places system. So no matter where you are in Israel, you can find a Recycling bin near you. From there, things just started happening on their own. Thousands participated and shared the recycling experience with their friends by checking in and uploading photos. The most active participant was crowned: Recycling King
When the campaign ended, everyone in Israel knew how easy it was to track the location of nearby recycle bins…
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