Now the electronics chain rewards all its customers with Minecoin if they recycle their old electronics.
Elkjøp wants to use one of the biggest hobbies in the world to engage new target groups and convey an important message: there are millions of old electronic devices lying around in Norwegian homes that need to be recycled.
In the same way that Minecraft characters find minerals to create something new, more people have to recycle their old electronics, so that precious minerals can be recovered. The recycling of metals in electrical waste is called urban mining, hence the name Urban Miner.
– We can all recognize old phones, tablets and cameras lying unused in drawers and closets, but what perhaps not everyone knows is that these products contain valuable minerals that can be recycled and reused, instead of being pulled back from vulnerable nature. We want to do something about it! That is why we are now launching a somewhat out of the ordinary concept together with Microsoft, which we call “Urban Miner”, says Stina Winther, Sustainability Manager at Elkjøp Norge.
The figures “undermine” the old electronics
Mining requires huge natural resources, and the world is running out of some of the minerals and metals needed to make electronics. The connection between Elkjøp and Minecraft also happens thanks to people who can go to the nearest Elkjøp store with old electronic products, deliver them for recycling and receive a value code for Minecraft in exchange.
For Elkjøp, the collaboration was a lot about involvement and interest in Microsoft and Minecraft, which is a very strong and protected brand.
– It was a very exciting collaboration, with a great deal of attention to everything that feels real; From sounds, colors and music, the entire Minecraft universe must reflect itself. There has been a great deal of commitment from everyone at Microsoft, which shows just how special this collaboration is, says Winther.
Nicholai Hamre at Microsoft-owned Xbox says it was the sustainability aspect that prompted Microsoft to enter the collaboration.
– With an ambitious vision of sustainability, we will always explore new ways to raise awareness and engage society. We know that Minecraft can play an important role in inspiring a better world, so it was a pleasure to partner with Elkjøp on Urban Miner. We hope the campaign inspires all generations to recycle old electronic devices, and we can’t wait to see Norwegian families bring their old gadgets to the nearest Elkjøp store, says Hamre, Xbox Content & Subscription Lead Western Europe.