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Coke Gamifies Recycling With Happiness Arcade

By:  Journey Staff May 7, 2014

Coca-Cola is promoting recycling in Bangladesh, one video game at a time.

Coke and the Grey Dhaka agency recently installed “Happiness Machine” arcade-style games in six youth hotspots throughout Dhaka, a city of 15 million people. Instead of taking coins, the machines accept empty plastic bottles through a customized slot and reward the user with a Coke-themed video game.

Over a period of six days, the activation collected thousands of bottles, which will be converted into pellets for reuse in other products. The program will continue in the coming months to increase awareness.