Mobile Case Study: Recycle for London

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December 2, 2009

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1 minute

Recycle for London worked with Incentivated to communicate with a younger audience in a fun and engaging way to educate users about recycling.

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Anne Tucker Anne Tucker has been in the media and advertising industry since 2001. Currently heading up the research division at Mediatel, she has held roles across the company overseeing data, news and AV. Before joining Mediatel in 2005, she was Research Manager at The Allmond Partnership media agency, having spent several years prior to that in retail and change management.

Recycle for London worked with Incentivated to communicate with a younger audience in a fun and engaging way to educate users about recycling.

Client: Recycle for London

Medium: A mobile game was developed for Java enabled phones as well as the iPhone, which was promoted via iTunes App Store, in mobile advertising and through PR. Users could also text BIN to 62967 to launch a mobile internet site where they could download the game. Users could send the game on to a friend, making it viral.

Conclusion: The mobile game made the communication message for Recycle for London relevant and fun for the younger target audience that the campaign was aimed at.

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