Location-based promotions have been around for years and it is no surprise that behemoth social network Facebook would make this technology an integral part of their platform. And brands like Coca-Cola have been taking full advantage of this in smart and engaging ways. The Recycling King¬†campaign created by Israeli ad agency¬†Publicis E-Dologic¬†encourages people to “think green” by having them upload pictures of themselves recycling.

Coca-Cola registered over 10,000 recycling bins on Facebook Places and then challenged users to vie for the title of Recycling King by checking in to the most bins. Whether or not you feel revealing your whereabouts to virtual strangers raises huge privacy concerns (and Coca-Cola just duped thousands of Israelis to volunteer their purchasing habits), the campaign has proven to be quite successful; with over 26,000 pictures uploaded and more than 250,000 checkins. If you’re a marketer or an environmentalist, it is something to think about.