This one is a nice little behavioural win-win-win triple nudge whammy, rewarding both recycling and a responsible behaviour around drinking at the same time, while also promoting Antarctica beer.
Festival goers in Rio de Janeiro were able to exchange their empty beer cans - rather than leave them in the street - for a free train ticket home via a modified turnstile - The Beer Turnstile - that doubled as a recycling point.
So, for the punters the desired new behaviour is all upside, theres no risk or sense of loss, it doesn't require any thinking and everyone is doing it so it feels like a good idea.
And for Antarctica beer, they become literally the beer of the festival.
HT Springwise via Marketing Futures