Facebook App 'Recycles' Consumer Posts

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Beverage brand Honest Tea wants consumers to recycle their favorite Facebook posts as a salute to environmentalism. It's part of a small-but-unusual initiative the Bethesda, MD-based company is running on the heels of Earth Day through the end of the month.

Visitors to the brand's Facebook Timeline page are being encouraged to visit a microsite for an initiative dubbed "The Great Recycle." On the site, they can use a Facebook-enabled app called "Status Recycler By Honest Tea".

When users give the app permission to access their posts, they can choose from a rotating selection of past status updates. When they pick one, it posts to their Timeline in a message that includes the Honest Tea brand. Their network of Facebook friends can also see the message in their news feed.

The users are then served a message thanking them and offering them 10 points toward green products and merchandise via Recycle Bank, a environmentalism-focused loyalty platform. Consumers have to join the platform to redeem the points.

Honest Tea, a 14-year-old brand, has also released a 1-minute, 15-second YouTube video as part of "The Great Recycle" effort. The video was primarily pushed through the brand's Facebook page (88,000 fans/likes), and since Wednesday, it's received nearly 2,000 views.