Incentivated claims the game, which challenges users to starve their rubbish bin by catching recyclable materials in a green recycling box, is a first of its kind in the public sector.
By texting Bin to 62967 players receive a link to a mobile internet site where they can download the game, ringtones, mobile wallpaper and the 30-second ad created by WCRS.
The game is also available at the Apple Store for iPhone users.
Robert Thurner, commercial director at Incentivated, said: "Adding a mobile game with a viral element to the mix is a smart move by Recycle for London.
"The game is intuitive and fun, and reflects a fast growing trend by brands to harness the advances in mobile technology which mobile users are now adopting readily."
The Recycle for London '' campaign has recently been running on TV, in addition to radio, press, online as well as bus and Tube posters.
The campaign is funded by the London Waste and Recycling Board, which is chaired by the Mayor of London Boris Johnson.
Media was planned and bought by Mediaedge:cia (MEC), with digital elements handled by MEC Interaction, the online, digital and direct response arm of MEC Global.
_1.jpg)
.jpg)
