Social@Ogilvy

American Chemistry Council: 
Plastics Make it Possible Campaign
Bin it! 2.0 iOS Application

Bin It! is an iOS game that encourages recycling by engaging players with recycling-focused gameplay. After the successful 1.0 launch of the app, Social@Ogilvy was tasked with creating a 2.0 version to drive more downloads and reach new consumers with the Plastics Make it Possible sustainability campaign message.

I led the 2.0 development, responsibilities included: facilitating the game's user experience design and forging a partnership with Recyclebank, a high traffic, membership-based website focused on living sustainably. We integrated Recyclebank's API into the Bin It 2.0 application to encourage members to download the app and earn points that could be exchanged for membership rewards. Likewise, new or existing players were prompted to become a Recyclebank member when signing into the 2.0 app for the first time. 

In the four months following its launch, Bin It 2.0 generated 10,500 downloads, contributed to a 22% increase in website visits, and a 290% increase in social engagement.