SocialSocial CommerceFacebook App ‘Recycles’ Consumer Posts

Facebook App 'Recycles' Consumer Posts

Honest Tea hopes to capitalize on conservation awareness following Earth Day.

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.honest-tea

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.

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