Kraft Foods Inc. : Trash Tycoon Expands to Include New Sponsor and Increase Real-Life Impact

Green Facebook game Trash Tycoon integrates major consumer brand into game world

Trash Tycoon, the first-ever upcycling game in social networking from Manhattan-based social gaming startup Guerillapps, is proud to announce the game's roster of 350,000 registered players and its first corporate integration since launching in open beta in September 2011. Kraft Foods' cheese brands have joined the growing lineup of key players in the green space already integrated into Trash Tycoon, including TerraCycle, TreeHugger.com and Carbonfund.org.

Guerillapps has integrated Kraft Naturals, Singles and Snacking brands under Kraft Cheese to take advertising in social games to a new level capable of immense social impact. The game already creates positive social impact by donating 10 percent of in-game dollars to environmental projects sponsored by Carbonfund.org and providing players with a daily bulletin of important environmental news from TreeHugger.com through an in-game newspaper. Now the game's recycling element has become even more realistic as players consume, collect and upcycle household brands they know and love.

By sponsoring the game, Kraft Cheese is enabling the 840,000 consumers already collecting in the Cheese Packaging Brigade to earn more money for their schools and charities, while also earning unique game items and prizes for collecting more packaging in real-life. Guerillapps and TerraCycle have created a system that provides special rewards and bonuses, both in the game and in real life, for Trash Tycoon players who also help collect Kraft brand cheese packaging.

Through its real-world Cheese Brigade Program, groups of individuals can help divert packaging from landfills by sending their own Kraft Foods cheese product packaging to TerraCycle. For every piece of cheese packaging returned, TerraCycle and Kraft Foods contribute two cents to a school or charity of the collector's choice. The collected packaging is upcycled or recycled into eco-friendly consumer products available online and at major retailers nationwide.

"Players are now able to collect Kraft Cheese product wrappers, upcycle it to make new products and share the accomplishment with their Facebook friends--all roads that lead to increased consumer awareness and product sales for our sponsors," said Raviv Turner, co-founder and CEO of Guerillapps. "We are fortunate Trash Tycoon's successful September launch has ignited numerous marketing opportunities with Consumer Packaged Goods (CPG) companies like Kraft Foods who are looking to make the move into social games, particularly those that support such important causes as environmental responsibility."

The energy items players need in order to complete Trash Tycoon game functions are advertiser's products such as KRAFT string cheese. Once a player has used the energy item, the leftover packaging becomes the raw material to make special game items. Players also build branded Kraft Foods factories to create items, win points and even secure Kraft Foods branded badges for their Facebook profile pages.

"Kraft Natural Cheese is excited to continue partnering with TerraCycle to promote sustainability and raise awareness for the recycling opportunities of post-consumer packaging," said Melodie Bolin, associate brand manager of Kraft Natural Cheese. "It is particularly exciting to spread this message by leveraging such an educational and fun format as Trash Tycoon."

Guerillapps' team of former EA, Playdom and Lego game designers designed Trash Tycoon to engage Facebook's extensive network in an immersive game with room for real-world impact. Guerillapps' focus on real-world ties and deep brand integration is the first of its kind across social and mobile gaming platforms. Guerillapps intends to apply Trash Tycoon's real-world approach to other verticals like health, fitness, energy and more in the near future.

For more information or to play Trash Tycoon, please visit http://www.TrashTycoon.com.

About Guerillapps

Founded in 2010, Guerillapps, LLC is a Manhattan-based, social gaming startup led by a team of industry veterans across social and mobile platforms. The company collaborates with established consumer brands to develop original social games focused on Lifestyle of Health & Sustainability markets that support real world causes. Guerillapps is a Rhodium funded startup. For more information, visit http://www.guerillapps.com. For media inquiries, contact Ashley Eggert of Dittoe Public Relations at 317-202-2280 x15 or ashley@dittoepr.com.

About Kraft Foods

Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion. Twelve of the company's iconic brands - Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident - generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business with estimated revenue of $32 billion and a high-margin North American grocery business with estimated revenue of $16 billion, based on 2010 financial results, adjusted for divestitures. The transaction will take at least 12 months to complete, during which time plans regarding the structure, management, governance and other matters will be announced. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit http://www.kraftfoodscompany.com and http://www.facebook.com/kraftfoodscorporate.

About TerraCycle

Founded in 2001, TerraCycle is the world's leader in the collection and reuse of non-recyclable post-consumer waste. TerraCycle works with over thirty major brands in the U.S. (and in a growing number of other countries) to collect used packaging and products (chip bags, candy wrappers, juice pouches, pens, toothbrushes, etc.) that would otherwise be destined for landfills. It repurposes that waste into new eco-friendly materials and products that are available online and through major retailers. The waste is collected through TerraCycle's Brigade programs, which are free fundraisers that pay schools and non-profits for every piece of waste they collect and return. For information on how to join a TerraCycle Brigade and on purchasing TerraCycle products, please visit us at http://www.terracycle.net.

Dittoe Public Relations
Ashley Eggert, 317-202-2280 x15
ashley@dittoepr.com

Partner Area