Encouraging recycling across Europe

On the go, on-line, encouraging recycling across Europe

Recycling fans across Europe were united in their enthusiasm for drinks can recycling this summer, helping Every Can Counts reach more consumers than ever before through their activities at beaches, tourist attractions, shopping centres and music festivals.  The fun also worked on-line thanks to a new game, which encouraged users of social media across Europe to learn more about recycling while collecting ‘virtual’ cans against the clock.

Hosted on Facebook, the aim of the #OlympiCAN game was to engage with online audiences across nine European countries, including Ireland.  The game had a sporting theme and tasked the players to sprint along a running track jumping hurdles and collecting as many empty drinks cans as possible within 60 seconds, earning points for every can recycled. Players who scored 1000 points or more were able to enter a prize draw to win a national prize of €150 of Amazon voucher. In every country players recording more than 2000 points qualified for the main European draw, for the chance to win a shiny aluminium bicycle, made from 800 recycled aluminium beverage cans. Regular updates and a weekly competition ‘leaderboard’ ensured the competition remained strong for a total of six weeks.

The game resulted in a huge boost in online engagement for each country and significantly increasing awareness of the Every Can Counts message. Over 20,000 players took part across Europe, reaching an online audience of over 2 million people  and attracting over 5,000 new ECC page ‘likes’ on Facebook. In Ireland we managed to have a social reach of nearly 140,000 and a social engagement level of over 1,300.

The lucky winner of the ‘Ricicletta’ aluminium bicycle was student Katarina Hadzic, aged 20, from Zrenjanin, Montenegro, pictured here with Every Can Counts programme manager Jelena Kis.  In Ireland the national prize winner was Fiona Cronin, who received the Amazon vouchers.

Every Can Counts Brand Manager Jonathan Easthope said “Once again Every Can Counts has had a very busy summer encouraging people at a wide variety of events across the UK, and Europe to recycle their drink cans and give them another life.  The OlympiCAN game not only supported our summer events programme in each country, it brought a new dimension to our marketing communications and helped us reach new consumers with our important message about the need to recycle cans whenever and wherever possible.”

The OlympiCAN game was the result of co-operation across the European Every Can Counts network. It was developed and project managed by digital marketing agency UCME, based in Thessaloniki, Greece, with help from the local Every Can Counts team and Alupro in the UK. The ‘Ricicletta’ bike is made in Italy under licence from CiAL, the Italian Consortium for the Recovery and Recycling of Aluminium.