Hosted on Facebook, the new CanDunk game aims to engage with online audiences across nine European countries, including the UK.
The game tasks players to successfully launch as many empty drinks cans as possible into an Every Can Counts recycling bin within 60 seconds.
Players who successfully dunk five cans or more are then entered into a prize draw to win £100 worth of shopping vouchers.
Rick Hindley, executive director of Every Can Counts, said research showed that while 80% of those in the UK use recycling facilities at home, more than half (55%) are not actively recycling their empty drinks cans whilst out and about.
“The Can Dunk game is a prime example of one of the new ways we are targeting consumers to become more aware to recycle their drinks cans when they are out and about using social media on mobile and other portable devices.”
The CanDunk game is available for UK entries until Friday 12 February 2016 at: http://bit.ly/ecccandunk.