Coca-Cola recently unveiled plans for a new campaign that aims to encourage recycling during the Rugby World Cup. Large sporting events are often criticized for their detrimental impact on the environment, but Coca-Cola aims to use interactive games to change the behavior of consumers at these types of events.
The new campaign involves bringing interactive recycling bins to the various Coca-Cola fan zones at the World Cup stadium. The fan zones will features smile-activated vending machines that encourage consumers to drink Coca-Cola. After receiving their drink, consumers are encouraged to participate in the 'Batak' challenge. The challenge consists of a recycling-related quiz and then a challenge to try and recycle as many bottles as possible in 60 seconds. Each participant will be rewarded with a recycling-related gift, which is designed to encourage them to maintain sustainable practices at home.
The campaign helps to encourage recycling by engaging the public in a fun and memorable way.