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Astra is a popular, cheap beer made in Hamburg’s red light district of St. Pauli. They wanted to help solve one of the run down district’s biggest problems — piles of empty bottles littering the streets.

To change that, they simply changed the value of an empty bottle, giving people a good reason to clean up the streets themselves. They created the Astra Bottle Theater with actual live performers inside the bottle recycling machine. From singers, to folk guitarists to dancers (fully clothed), those who chose not to litter were rewarded with a bit of fun.

The price of admission? An empty bottle!

ALBERT MARUGGI Twitter; Provident Partners; Social Media For Hospitality; YouTube

B.L. OCHMAN Twitter; What’s Next Blog; GooglePlus; YouTube

DAVID ERICKSON Twitter; e-Strategy Blog; e-Strategy Trends; YouTube