Recyclebank today debuts its "Green Your Seasons" challenge, an online "gamification" campaign running through Jan. 6. Domtar, marketer of EarthChoice paper products, is sponsoring, and reward brand partners include Aveeno, Brita, Kashi, Q-tip and Zip-loc, among others.
Recyclebank is a social platform offering discounts, deals and coupons to consumers who earn reward points online at Recyclebank.com as well as in local communities where Recyclebank partners with local recycling businesses. The points can be exchanged through Recyclebank.com for discounts and deals with national and local partners.
The "Green Your Seasons" challenge pairs Domtar's EarthChoice consumer paper products with Recyclebank's online environment that is filled with short quizzes, downloads and opportunities for members to submit recipes and other content to earn points.
The effort is meant to raise awareness of the brand among "eco-curious" consumers, says Sue Igoe, senior VP-account management at Recyclebank. Those consumers tend to be mothers/heads-of -the-households making purchasing decisions. "She comes to us because she is thinking about her children, her budget and what she needs to provide for her family. She wants to make sure her choices are good for family, budget and also the environment."
The "Green Your Seasons" challenge is designed as an interactive scrapbook, with pages titled "Autumn," "Winter" and "New Year," and content related to activity in the home during each season Domtar sponsors the autumn section.
Everyone who registers and participates in one earning opportunity on the website is eligible for the sweepstakes grand prize, which includes a queen-size Simmons Natural Care mattress, an Eco-Citizen Riva watch and a selection of Wholearth Beauty perfumes.
Recyclebank calls its strategy "gaming for good." "Green Your Seasons" also uses gamification strategies to raise consumer awareness as to whether to print documents or preserve them in digital form. Ms. Igoe calls it an "earn and learn" strategy.
Brands such as Domtar, Ms. Igoe says, "have something to teach our members, and we enable them to engage with members via our very authentic platform."
"The collaboration with Recyclebank makes sense," says Lewis Fix, VP-sustainable business and brand management at Domtar. "This challenge gives people easy, actionable items and helps them be more informed to make better decisions and earn rewards while doing it."
Domtar's EarthChoice paper products carry the Rain Forest Alliance certified seal. Domtar also collaborates with the World Wildlife Fund, to which it makes a $350,000 annual donation.
Information about managing forests, operating paper mills responsibly, encouraging corporate strategies on paper usage all need to be communicated to consumers, Mr. Fix says.
"We can take that helpful message and find a base of people who want to hear about it—and attribute that to Domtar," Ms. Igoe says. "These consumers are not necessarily in a dialogue with a paper company."
OgilvyEarth, New York, handles EarthChoice for Domtar.
Hear from Fortune 500 brands that have been forced to pivot as consumer preferences evolve, as well as entrepreneurs building brands from scratch to meet new consumer needs. This event peels apart the layers of brand building with a carefully crafted roster of top marketing, technology, and creative leaders.Learn more