- News & Views
- Solution Providers
TerraCycle Gets Behind Facebook Game “Trash Tycoon”
September 7, 2011
TerraCycle, a company that specializes in the collection and reuse of non-recyclable post-consumer waste, is sponsoring a sustainability-themed social game for Facebook.
Upcycling, a process in which discarded waste is repurposed for valuable use, can range from building a house of abandoned material to finding innovative uses for discarded plastic bags.
Facebook users who play the game take on the role of recycling entrepreneurs by collecting litter in a trash strewn city and upcycling waste into higher quality, environmentally-friendly products. After completing missions, users collect money and earn points to ultimately earn the title of garbage tycoons.
The game’s trash-tackling premise directly mirrors that of sponsor TerraCycle in the real world.
“Something as simple as a social game where players earn points for recycling in the real world is capable of changing people’s behavior for the better,” said Raviv Turner, co-founder and CEO of Guerillapps. “We’ve organically integrated real-world recycling goals into the game to ensure that players have fun and see Trash Tycoon first and foremost as a game, while at the same time presenting a proactive approach for more mindful actions as users approach real-life situations with acquired knowledge from Trash Tycoon.”
Guerillapps says Trash Tycoon is the first social and mobile gaming platform to focus on real-world ties and deep brand integration, such as the appearance of empty boxes or wrappers for Kraft products – a TerraCycle partner.
Trash Tycoon players can communicate and collaborate in real time during play, a feature that the creators hope will encourage a global conversation about waste issues.
“Trash Tycoon’s message speaks to the core mission of our company by presenting a fun yet innovative solution that aids in educating others on the importance behind environmental responsibility,” says Tom Szaky, CEO of TerraCycle.
Guerillapps also shares a charitable partnership with CarbonFund.org, to which they donate 10% of revenues from Trash Tycoon’s virtual currency to support carbon offset projects around the world.
Guerillapps says it plans to apply Trash Tycoon’s real-world approach to other areas like health, fitness and energy and more.
In June, Recyclebank published a whitepaper in conjunction with Google explaining lessons the company has learned in creating real world contests and prizes for “gaming” changes in environmental behavior.
Bart King is a PR consultant and founder of Cleantech Communications.