Crónica Andalucía.

Crónica Andalucía.

Heineken impulsa el reciclaje con la app "Trash&Win"

Heineken impulsa el reciclaje con la app


MADRID, 2 Apr.

Heineken has introduced 'Trash&Win', a web application that will be launched this Thursday, April 4, to ensure that the company's empty bottles and cans end up in the right bins through a rewards system. The implementation of this platform has the support of Ecovidrio and Ecoembes.

In this way, 'TrashAndWin.com' arises after the success of the physical activation of 'Trash and Win', a similar proposal developed by Heineken Spain in 2023, where smart bins were installed at popular music festivals such as 'Monegros Desert Festival' and 'Trui Son Fusteret'.

The bins interpreted each empty container as a lottery ticket and gave festival attendees the chance to win prizes for taking these waste generated at the event to the 'Trash and Win' facility and disposing of them responsibly. This initiative contributed to the collection of two tons of glass, caps, bottles, and other plastic pieces, with the aim of giving them a new use.

In this context, the brewery has launched a new web application with the help of Artificial Intelligence (AI) to differentiate the different containers in Spain. In this case, the phone's camera is the tool used to recognize the type of container in question, ensuring that the participant has taken the bottles and cans to the correct place.

'Trash&Win' is also capable of identifying each empty Heineken container and automatically turning it into the opportunity to win different prizes. In this way, citizens can opt for prizes in a "very simple" way, as "you only have to deposit the empty Heineken bottles and cans in the correct bins or containers". By doing so, a filter from the TrashAndWin.com app instantly announces the result and shows what the participant has won.

Conceived by the creative agency LePub and its innovation and technology center LeGarage, the application will be launched for the first time in Zaragoza in collaboration with the event 'The Champions Burger', which takes place in the city from April 4 to 14.

Participants can win passes to Spain's major music festivals, tickets to the UEFA Champions League, gastronomic experiences in the best restaurants in their city, and a variety of prizes during the weeks leading up to the event.

As highlighted by the Marketing Director of Heineken Spain, Lucía López-Rúa Páramo, by doing their part to keep their city clean, "participants not only win prizes, but also ensure they enjoy good shared moments in a responsible way with the environment, opting in this way for prizes to continue enjoying new experiences".

'Trash & Win' will be active at some of Spain's major events. In addition to 'The Champions Burger' events, Heineken will test 'Trash & Win' at a selection of music festivals, "combining entertainment with support to keep the event spaces and cities clean".

Looking ahead, one of the company's goals is to expand the 'Trash & Win' platform to more markets to encourage participants to earn prizes in exchange for depositing Heineken bottles and cans in their correct place.