TerraCycle and Trash Tycoon: The Gamification of Garbage · Annual YouTube Views. Of our 60k FB fans: •over 75% are MAU •over 60% are WAU Facebook Posts Average: • >30 ‘Likes’

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.11

TerraCycle and Trash Tycoon:The Gamification of Garbage

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TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.

WHAT IS GARBAGE?



Upcycle

solve

Allison Martyn, Business Development

Values two aspects: material and features.

Eco-speakers made from Frito Lay chip bags

Upcycled backpack from Capri Sun juice pouches

Upcycled vest from paper packaging from Suzano Brazil


collect


Number of people collecting waste for TerraCycle globally.

Pieces of garbage collected by TerraCycle.

Number of locations collecting waste for TerraCycle globally.

Cumulative payment to charitable organizations from TerraCycle for waste collected.

90,000

$4 million

28 million

2.5 billion

Countries Where TerraCycle Operates: (Australia, Argentina, Belgium, Brazil, Canada, Denmark, France, Germany, Hungary, Ireland, Israel, Mexico, Netherlands, Norway, Spain, Sweden, Switzerland, Turkey, UK and US).

20

Christian Tucker,Business Development

= Country with ExistingTerraCycle Program

MAP LEGEND

= New Markets for 2012

= Existing Participants


WHY WE FOCUS ON SOCIAL + GAMING?

• Deep Engagement with Consumers

• Potential to Educate Consumers

• Making Recycling Fun

• Creates Shared Value with NFP Partners

• Integration of our Brand Sponsors

• Creates PR Opportunities


60,000+ Facebook Likes15,000+ Twitter Followers

100,000+ Game Users350,000+ Annual YouTube Views

Of our 60k FB fans: •over 75% are MAU•over 60% are WAU

Facebook Posts Average:• >30 ‘Likes’ and ‘Comments’

• >8,800 ‘Views’ per post• 8 ‘Shares’ per post

*TerraCycle spends ~$15,000 annually on Social Media


Figure out what is most relevant to your audience…

For TerraCycle it was non-promotional posts: Green Living tips, eco-facts, social/eco news, even eco-jokes.

Always use images and links where possible!


promoteMegan Yarnall,PR

etc.

BECOMING A CONTENT PROVIDER

• TerraCycle currently blogs for many major 3rd Party Websites:

- New York Times - Treehugger- GreenBiz - AMEX OpenForum- Social Media Today - Green Child- Industry Intel - Sooshable

• Talking Trash with TerraCycle Podcast

• 2nd Edition of Revolution in Bottle (Portfolio)

• DIY Book Series


Good content is not enough. In the ever-updating, ever-growing world of Social Media just making sure your

messages get seen is a science in itself!

Half-Life of the Average Tweet is 2.8 Hours (source: Bit.ly)


As a general rule, Facebook posts get the most traffic (based on clicks) mid-week in the late afternoons.

Source: Bit.ly


Some studies suggest to maximize Shares, the ideal day to post is Saturday!

This is more true for B2C Content

Source: @DanZarrella + KISS Metrics


Fact: The average “lifetime” of a post to a Facebook page is ~3 hours (Source: TechCrunch)

What This Means for You: To maximize engagement and traffic for any one post, don’t post to your Facebook page more than once every 3 hours.

Source: @DanZarrella + KISS Metrics


SYNDICATION THROUGH CROSS-PROMO

TerraCycle’s exponential Facebook growth was greatly aided by entering into informal cross-promo deals with our partners, influential bloggers, non-profits and relevant professional association. This helps to bring engaged followers to your

pages at no cost!


Make‐A‐Difference Mom Contest Summary:Participants entered the contest by emailing a 250 word essay to TerraCycle about how the entrant’s mom made a difference for the environment and community. TerraCycle and Ziploc picked finalists and the winner was determined by public voting. Winner won

1000 dollars and a Flip Camera!

Choosing finalists for public voting on grand prize turned nominated

Moms into minimarketers. TC provides assets to help them promote themselves online and in the local

community.

In addition to over 100 submissions and 1500 votes, ‘Likes’ growth increased 30%

during month of contest:


Elmer’s Eco Product Design Contest Summary:Elmer’s Glue and TerraCycle challenged students to use commonly discarded

materials to create new products. Participants designed upcycled products using Elmer’s packaging and/or used classroom materials, and emailed photos or drawings

with descriptions of their design to TerraCycle.

In addition to over 150 submissions and 1200 votes, TerraCycle saw a 41% growth in Brigade collections and a 370% growth in

Web trafficGrand Prize Winner, 64.7% of votes

“Light Up Desk Organizer”Aniq Chunara

Corsicana , TX , Age 10

Elmer’s Glue Crew Brigade®Collections

During the promotion and life of contest we saw, a 41% INCREASE

from the previous months’ collections.


Online Scavenger “Egg-Hunt” for Easter:

Facebook followers were asked 3 questions (one per week) to find the answers they would have to explore TerraCycle’s website then submit answers via email. Drove

traffic to key areas of main site over 3 week period.

For every 10 “Shares” the prize

pack would increase 10

dollars in value from a base of 15 dollars. Over 90 shares in 3 weeks.

Cost of contest was roughly 125 dollars. We got

over 200 submissions, 90 shares, 160 Likes and 42 comments on the contest.


Dropps Largest Laundry Pile Contest Summary:Participants enter the contest by posting a picture of their large laundry pile on our

Facebook App. The fans on the TerraCycle page choose which picture they think should be the winner by voting through our custom Facebook Tab. The winner of the

contest will received a one- year supply of Dropps Laundry Pacs.

Garnered over 1600 views, 800 votes, 50 shares, 35 entries and increased Likes and web traffic by 13% during contest.


ENGAGEMENT THROUGH GAMIFICATION

TerraCycle partnered with Guerillapps - start-up developer - to create a Facebook Game, Trash Tycoon, which mirrored TerraCycle’s real-life business model!


TRASH TYCOON – GAME PLAY

Players can actually make real TerraCycle products. They can share the items they make on their wall or go to our e-commerce

site to buy the item!

As they clean the city they earn points to buy plastic extruders, paper pulpers, and upcycling

equipment just like TerraCycle uses.


• The game gained 100k users and over 11,000 ‘Likes” on its

fan page in first 3 months!

• TerraCycle’s website increased traffic by roughly 27% during launch months!

• Sales on our E-Commerce site TerraCycleShop.com saw increase at launch and now players can buy TC products

through the game!

• During the first 6 weeks our average “Likes” to TC fan page per week doubled to

over 800 per week

IMMEDIATE IMPACT ON OUR NETWORKS


TRASH TYCOON – CREATING SHARED VALUE

TerraCycle partner CarbonFund.org receives 10% of all in-game dollars spent. Players get to vote monthly

on 1 of 3 projects to support.

Headlines for in-game newsletter provided by Treehugger - the

game’s media partner. Treehugger provides web ads and updates on

their highly trafficked site in return.


KRAFT CHEESE 1st ADVERTISING PARTNER

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.12

Contact Information:

EM: [email protected]: +1.267.221.4800

Twitter: @AlbeZakesLinkedIn: linkd.in/AlbeZakes

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TerraCycle and Trash Tycoon: The Gamification of Garbage · Annual YouTube Views. Of our 60k FB fans: •over 75% are MAU •over 60% are WAU Facebook Posts Average: • >30 ‘Likes’