# Gamified Recycling Programs This Initiative Aims to Encourage Recycling During the Rugby World Cup By Katherine Pendrill | Published 2015-10-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/encourage-recycling References: [foodbev](http://www.foodbev.com/news/coca-cola-to-encourage-recycling-with-new-world-cup-games/) & [coca-cola](http://www.coca-cola.co.uk/stories/health/get-active/were-an-official-sponsor-of-rugby-world-cup-2015/) [Coca-Cola](https://www.trendhunter.com/trends/cocacola-is) 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](https://www.trendhunter.com/trends/smartsort) 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. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 95% | Activity: 95% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Gamified Recycling Campaigns:** Using interactive games and challenges to promote recycling during large-scale events. - **Interactive Recycling Bins:** Introducing technology-enabled recycling bins that engage consumers and encourage participation. - **Sustainable Incentives:** Providing rewards and gifts to individuals who actively participate in recycling initiatives. ### Industries Being Reshaped - **Beverage Industry:** Opportunity to develop innovative campaigns that promote recycling and sustainability alongside beverage consumption. - **Event Management Industry:** Potential for event organizers to incorporate gamified recycling programs as part of their sustainability efforts. - **Waste Management Industry:** Demand for advanced recycling technologies and systems that can handle increased participation and engagement. ## Related on Trend Hunter - [Recycling-Focused Travel Campaigns](https://www.trendhunter.com/trends/cocacola-and-merlin-entertainments.md) - [Recycled Plastic Bottle Campaigns](https://www.trendhunter.com/trends/toss-in-take-out.md) - [Football Challenge Campaigns](https://www.trendhunter.com/trends/beat-the-icon.md) - [Virtual Recycling Campaigns](https://www.trendhunter.com/trends/intel-and-dell.md) - [Beverage Company Sustainability Initiatives](https://www.trendhunter.com/trends/coca-cola-products-recyclable.md) - [Rewarding Milk Packaging](https://www.trendhunter.com/trends/milk-bottle-recycling.md) - [Soccer Soda Brand Campaigns](https://www.trendhunter.com/trends/world-cup-marketing-campaign.md) - [Urban Bottle Sustainable Initiatives](https://www.trendhunter.com/trends/fields-green-with-grass-not-glass.md) - [Sustainable Music Festival Campaigns](https://www.trendhunter.com/trends/no-tent-left-behind.md)