Recycling is converting a waste into a reusable product. It?s importance is increasing by the day since it protects the environment by removing harmful commodities such as plastics from the environment which takes a lot of time to decompose. Thus it is one of the integral solutions for the sustainability of our planet.

Coca Cola sells soft drinks through plastic bottles, many of which are not recycled properly in developing countries such as Bangladesh. The plastic bottles are either dumped into the landfill sites or thrown away into water bodies such as rivers and lakes where the aquatic life is threatened.

Thus Coca Cola implemented an awareness campaign in Dhaka called ?Coca-Cola Happiness Arcade? which encouraged people to recycle plastic Coca-Cola bottles. This was no ordinary awareness campaign as Coca-Cola used an innovative approach to really engage the younger generation.

Coca-Cola wanted to make recycling fun for the citizens of Dhaka thus they developed an arcade gaming machine and placed it in 6 different locations in Dhaka city for 6 days. This was not a traditional arcade gaming machine which required coins to start the game. This machine required to insert Coca Cola bottles in order to initiate the game.

This campaign illustrates an excellent use of the concept of gamification where the elements of gaming such as points, scores and level ups are used to influence different actions. Through gaming Coca Cola encouraged thousands of citizens to not throw away the plastic bottles but rather insert them into the machines. Through this process thousands of bottles were collected and ultimately recycled by Coca Cola.