Ad Council

AD COUNCIL RECYCLING TRIVIA

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PROGRAM OVERVIEW

The Recycling campaign seeks to motivate Americans to make the act of recycling a daily norm. Americans are inspired to give their garbage another life through the powerful campaign that personifies recyclable materials and dramatizes the potential of each item we recycle to “live” a meaningful second life. The campaign aims to:

  • Generate awareness and understanding of how, where, and what to recycle.
  • Mobilize individual ownership and emotional connection to recycling.
  • Alter the way Americans recycle, transforming it into a daily social norm.
OBJECTIVE

Bring awareness to the importance of recycling and direct players to visit IWantToBeRecycled.org to learn more.

ZYNGA SOLUTION

Challenged players to test their recycling knowledge with a fun bite sized trivia mini game. Players were served a max of three questions to see how many they can answer correctly!

KEY TAKEAWAYS
  • 1.4M impressions with $48K in donated media.
  • 3.8% engagement rate with the creative with4.8% of users completing the game after engaging.
  • The unique engagement rate was also 3.7% and6% of users who completed the game clicked to learn more about Recycling (Zynga’s benchmarks for mini games are 1 – 3% CTR).