Everybody knows that recycling is important but because most of the time it is learned as an educational issue it makes people turn away from it. We decided to make it a fun game that combines between the real world and the virtual.

We used Facebook Places that just arrived in Israel as an opportunity to use it to create a unique activity that made recycling easy for everyone.

Using Facebook Places we mapped all the recycling bins in Israel (there are over 10,000!). Once everyone could find the nearest recycling bin, we knew we needed to keep encouraging users to recycle, so we created a competition among users, designed so that they'd accumulate points by checking-in to the various recycling bins.

Coca-Cola's Facebook Fan Page got almost 30,000 new 'likes' in just two weeks (50% growth).Users uploaded over 26,000 pictures of themselves recycling.

We've had over 250,000 check ins thanks to Facebook Places and we're still counting!The campaign got a lot of PR in Israel and around the world in his innovation of using geo-location as a fun game.