The Trash and Win campaign, launched by Heineken in Spain, is a prime example of gamifying recycling to encourage responsible waste disposal. Heineken aims to ensure proper disposal of their bottles and cans during festivals they sponsor. Clean festivals contribute to the enjoyable experiences we all cherish.
Campaign Overview
Goal :
Increase recycling rates for Heineken bottles and cans. Promote responsible waste management among consumers.
The Idea :
Turn discarded Heineken bottles and cans into “lottery tickets” for exciting prizes.
Campaign Execution :
- Eligible Packaging : Heineken bottles and cans with a special campaign logo were included in the promotion.
- Digital Platform : A dedicated website (TrashAndWin.com) served as the central hub for the campaign.
- Scan and Win : Consumers who recycled their eligible Heineken packaging could scan a code on the can or bottle using their smartphones.
- Prize Potential : Scanning the code entered them into a draw for exciting prizes like: Champions League tickets VIP passes to music festivals Other attractive prizes
Impact and Results
- Increased Recycling : The chance to win prizes incentivized consumers to recycle their Heineken packaging instead of throwing it away.
- Positive Brand Image : Heineken positioned themselves as a company that cares about the environment and promotes sustainable practices.
- Consumer Engagement : The gamified approach with a digital platform likely boosted consumer engagement with the campaign.
Lessons Learned
The Trash and Win campaign effectively combined environmental responsibility with consumer engagement. By offering exciting prizes for recycling, Heineken encouraged responsible waste disposal and potentially improved recycling rates in Spain. This campaign serves as a model for other companies looking to gamify sustainability efforts and promote a circular economy.
