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Bonaqua Launches Gamified Rewards Program for Sustainability

Gamification

Business Honor
13 May, 2025

Bonaqua partners with Carbon Wallet to launch a gamified rewards system promoting sustainable living in Hong Kong.

The Coca-Cola Company's beverage brand, Bonaqua, has teamed up with the green reward program Carbon Wallet to develop a distinctive, gamified strategy for sustainability. The partnership brings a cross-platform reward system that enables consumers to receive double rewards for environmentally friendly behavior, with the goal of encouraging greener lifestyles in Hong Kong.

Center of this campaign lies a three-step gamified reward system. Until September 6, users who associate their Coca-Cola membership (COKE+) with the Carbon Wallet app will accumulate Bonaqua stamps and Carbon Wallet points (CW points) for eco-friendly behaviors like the purchase of Bonaqua items or recycling. It's built around stamp collecting, milestone challenges, and reward points so that such eco-friendly practices as recycling become enjoyable habit-forming experiences.

Of all the highlights of the campaign, the most stunning feature is integrating a QR code-recycling function, where users scan a code at recycling stations to earn CW points. Through playing recycling as a game, they are motivated to participate through the rewarding of them for achievement, i.e., one million bottles of plastic picked up to be recycled.

The lucky draw of the campaign contributes to its gamification factor too, offering fun incentives in the form of green-themed hotel stays, Michelin Green Star restaurant dining, and eco-themed rewards. Contestants who complete certain tasks, such as earning 10 Bonaqua stamps, are eligible for these rewards.

Gamification is crucial in this campaign—it turns everyday sustainable actions into enjoyable challenges, encouraging consumers to adopt green behavior. By combining digital interaction, rewards, and milestone reminders, the campaign encourages consumers to integrate sustainability into their everyday routines. Through this enjoyable, interactive approach, Bonaqua and Carbon Wallet aim to drive sustainable change that will endure while making sustainability rewarding and convenient for all.