The Glass Packaging Institute (GPI), an association representing glass container manufacturers and suppliers in North America, enlisted the Lindberg Group to develop a comprehensive social media strategy. The Lindberg Group worked with GPI on a number of initiatives, including the development of GPI’s Facebook and Twitter pages, the creation of a grassroots blog called Keep it Organic, and viral marketing programs like the GPI Recycle Glass Week E-Hunt, which was a finalist for PR News’ 2010 Digital PR Awards.

The Lindberg Group developed and implemented GPI’s Recycle Glass Week E-Hunt, a virtual scavenger hunt to educate consumers about the value of glass bottle recycling, in support of the organization’s recycling efforts. Little Bottle, an animated character created by glass packaging manufacturer Verallia, guided recycling enthusiasts, glass lovers, and green people everywhere through an easy online search for a chance to win iPod shuffles, t-shirts, cash, and more. The e-hunt led users through a series of clues that took them to the websites and blogs of GPI supporters.