How far would you go to be crowned Israel’s ‘Recycling King’?

In 2011, Facebook Places arrived in Israel. With the introduction of this innovative social media mapping system, Coca-Cola decided it was the perfect opportunity to increase people’s recycling awareness.

So, they teamed up with Israeli ad agency Publicis E-Dologic to create a thought-provoking and interactive campaign that would do just that. The rest is history…

Recycling meets social media

‘The Recycling King’ campaign aimed to encourage people to think about sustainability and raise their awareness of just how easy it is to recycle your plastic bottles — if you know where to go.

The campaign used Facebook Places to help people locate a nearby recycling point.

The campaign used Facebook Places to help people locate a nearby recycling point.

Using the new Facebook technology, Coca-Cola added over 10,000 recycling points to the Places system, so no matter where people were, they could always locate their nearest recycling bin.

The campaign quickly took off with thousands of people sharing their recycling experience with their friends online. Many took selfies by the bins and posed for photos that were uploaded to Facebook with the recycle point tagged.

To encourage people to recycle as much as possible, Coca-Cola also announced the Facebook user who visited the most points, would be crowned ‘The Recycling King’.

With that, over 26,000 pictures were uploaded to Facebook and an enormous 250,000 check-ins were counted over the course of the campaign. That’s a lot of recycled bottles!

Since then, The Coca-Cola Company has been working even harder to raise people’s recycling awareness. Earlier this year, they announced a World Without Waste strategy which contained a series of ambitious global sustainable packaging goals.

As well as encouraging others to do their bit and recycle their old plastic bottles, The Coca-Cola Company has promised to help collect and recycle a bottle or can for every one sold by 2030.

Find out more about World Without Waste