Updated Thursday, April 4, 2024-16:48
Nowadays the idea of recycling and awareness of the health of the environment is becoming more and more prominent. "At Heineken® with 'Trash&Win' we want to invite consumers to keep the city clean, enjoying good moments shared responsibly with the environment," says Lucía López-Rúa, Marketing Director of Heineken® in Spain.
The company has presented a new digital application created by the creative agency LePub, which allows, thanks to Artificial Intelligence (AI), to enjoy good times while earning prizes by depositing the brand's empty bottles and cans in the containers. suitable. The web application automatically identifies both the waste and the type of container and instantly announces the reward obtained.
The rise of AI has been key in the development of this innovative application with which Heineken® is allying itself with a rapidly growing market, which is expected to increase by 37% each year until next 2024, encouraging consumers to maintain clean spaces in which to enjoy good times.
Thanks to this innovation, the web application is able to differentiate the bins and containers in Spain. The camera on our phones allows us to recognize the type of container, which allows the user to know perfectly well if they have taken the bottles and cans to the correct place.
But not only does it help us know where to deposit the waste, but 'Trash&Win' is also capable of identifying each empty Heineken® container and automatically converting it into the opportunity to obtain different prizes. This comes after the success in 2023 of the Trash and Win physical activation, a similar activity carried out by Heineken Spain in collaboration with popular music festivals such as Monegros Desert Festival and Trui Son Fusteret, which contributed to collecting two tons of plastic with the aim of give them a new use.
Now, in 2024, this new launch will take place in Zaragoza, on the occasion of the celebration of 'The Champions Burger' between April 4 and 14. A gastronomic event that will bring together hundreds of hamburger restaurants and will award the title of the Best Burger in Spain 2024, although the idea is to continue activating the application in other events that will be held in different cities in Spain
What's more, if all goes well, attendees at Monegros Desert Festival, among many other festivals, will also have the opportunity to keep the spaces clean in a fun way thanks to 'Trash&Win', thus contributing to enjoying good times in a responsible way with the environment that welcomes them. "With each bottle or can delivered in its correct container, participants become an active part of Heineken®'s commitment to creating memorable moments in a responsible way," says López-Rúa.
Some of the prizes that you can get through this application are tickets to the UEFA Champions League, passes to the main music festivals in Spain, or gastronomic experiences in the best restaurants in your city, among other series of rewards.
Heineken® recommends responsible consumption
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Made by UE Studio
This text has been developed by UE Studio, the creative branded content and content marketing firm of Unidad Editorial, for HEINEKEN®.