Heineken: Trash & Win

In collaboration with Heineken and LePub, we developed "Trash & Win," an innovative digital platform that promotes sustainable behaviour. By integrating AI and AR, this initiative turns every Heineken bottle into an opportunity to win prizes, revolutionizing how we think about waste management.

"Trash & Win" turns tossing empty Heineken bottles into an engaging and rewarding experience by incorporating AI and gamification. Participants use the app to scan designated bins and confirm their Heineken disposal, unlocking a chance to win exciting prizes, including Champions League tickets, VIP passes to music festivals, and more.

The platform made its debut in Zaragoza, Spain, during The Champions Burger event in April, 2024, as part of a larger initiative. Participants accessed the web app on their phones, which guided them through the process of scanning local recycling bins and their empty Heineken bottles. The app's AI ensured accurate recognition, and upon verifying correct disposal, instantly revealed if participants had won a prize, making the recycling process both exciting and rewarding.

Accurate Bin Recognition with Machine Learning:

We developed a robust Machine Learning model trained to identify various recycling bin types featured in the campaign. This involved extensive training with diverse bin imagery and rigorous on-site testing in Zaragoza to ensure real-world accuracy.

Heineken Bottle Verification:

We leveraged 8th Wall's marker recognition technology. Unique markers placed on Heineken bottles enabled the app to verify the brand through the camera, ensuring only the correct bottles were counted.

We developed a user-friendly web app that utilizes AI and AR.

AI and Machine Learning: The web app utilizes AI trained on various trash bins to ensure precise recognition. Participants use their phone cameras to scan and identify the correct recycling bins

Augmented Reality: An AR on the web takes the boundaries of the object scanned, calculates the bin’s position in the real world, and places a 3d neon banner on top of the bin

Marker detection: The Heineken bottle is identified using 8th Wall's marker-recognition technology. When users scan the bottle with the app, the camera detects specific markers on the bottle, triggering the AR experience.

Hand release: When the bottle is correctly disposed of, the empty hand is detected

The intuitive app guides users through three straightforward steps:

1. Recognize the Bin: Scan the recycling bin to confirm its eligibility.
2. Find the Bottle: Aim the camera at the Heineken bottle for verification.
3. Register an Empty Hand: Dispose of the empty bottle, and the app detects the release, potentially revealing a prize win!

• UI/UX Design: We crafted intuitive and engaging user interfaces with smooth animations and transitions.
• Front-end Development: We built a user-friendly web app for a seamless experience.
• Machine Learning Model Training: We trained a custom ML model for precise bin recognition.
• AR Development: We utilized 8th Wall for marker detection, 3D object placement, and AR functionalities.
• Technology Stack: React, 8th Wall, PlayCanvas, MediaPipe Studio, Google Cloud Platform, Strapi

"Trash & Win" is set to launch at major events across Spain. It showcases how brands can leverage technology to meaningfully engage audiences, promoting a cleaner, greener future while delivering unforgettable experiences.