The integrated recycling campaign is centred around a competition called #CokeDunks, which challenges people to film themselves creatively slam dunking their empty plastic bottles into recycling bins.
The campaign features ambassadors, including Olympic gymnast Nile Wilson and freestyle basketballer Tom ‘The Conman’ Connors, using their skills to show that recycling doesn’t need to be boring.
Sharing dunks, winning prizes
To be in with a chance of winning prizes, followers were encouraged to share videos of their own epic dunks across Facebook, Twitter and Instagram throughout September, using the hashtag #CokeDunks. The competition has now finished and the winners will be announced this week… stay tuned.
We also got our own #CokeDunks ambassadors involved in one ‘longdunk’. Check out the likes of fashion and lifestyle blogger Emily Canham, BMX rider Tre Whyte, fashion blogger Gallucks, and professional surfer Lucy Campbell all working together to recycle epically.
The #CokeDunks longdunk saw Coke influencers getting involved
An integrated recycling campaign
As well as the #CokeDunks competition there’s a TV advert called ‘Across the tracks’, a Snapchat game, a partnership with Joe.co.uk, as well as a takeover of one of the world’s most famous advertising spots: the Piccadilly Sign.
The Piccadilly Sign
The climax of the campaign sees the Piccadilly Sign in Central London light up for Recycle Week (23-30 September 2018). The takeover of London’s iconic Piccadilly sign encourages passers-by to recycle their bottle once they’ve enjoyed their drink.
The video playing on the Piccadilly Sign during Recycle Week to encourage more people to recycle their
‘Across the Tracks’
Look out for our TV ad, ‘Across the Tracks’, which is running across ITV, Channel 4, Channel 5 and Sky TV. In it we see a man collecting bottles for recycling in a busy train station when a commuter, who’s running for her train, catches his eye. The man uses a bottle of
The Snapchat game
On top of all that, there was also a recycling Snapchat game called the Coke Dunks Challenge. Snapchat users could use their facial expression, specifically raising their eyebrows, to jump and collect bottles for recycling. At the end of the game all the collected bottles get dunked into the recycling bin, and players are reminded that All Coke’s packaging is 100% recyclable.
Snapchat users were encouraged to collect bottles for recycling in this interactive Snapchat game
Partnership with Joe.co.uk
Alongside this activity, there was also a collaboration with news site Joe.co.uk. The site, which is aimed at young men in the UK and Ireland, has an average of 2 million unique visitors per month. The video highlights the problem of people not recycling their plastic bottles and encourages Joe.co.uk users to get involved.
The Joe.co.uk video highlights that 100% of
This is all part of our overall commitment to sustainability, which includes our recent partnership with Merlin Entertainments. This partnership offered fans 50% off entry to some of the UK’s most popular family attractions in exchange for empty plastic drink bottles.