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In early 2012, we launched the People’s Lab crowdsourcing platform and approach to help our clients crowdsource insights and innovation. People’s Lab forms the core of our distinctive insights and …

In early 2012, we launched the People’s Lab crowdsourcing platform and approach to help our clients crowdsource insights and innovation. People’s Lab forms the core of our distinctive insights and foresight approach, which consists of four elements: organic conversation analysis, MSLGROUP’s own insight communities, client-specific insights communities, and ethnographic deep dives into these communities. This four-part approach helps us distill a deep understanding of societal values, consumption behaviors and attitudes towards brands, not only in terms of insights that help explain our world today, but also foresights that give us a glimpse of future worlds.

As an example, 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on social data, crowdsourcing, storytelling and citizenship on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it — on the MSLGROUP Insights Network itself but also on the broader social web — to distill insights and foresights. We have been sharing these insights and foresights with you on our People’s Insights blog. Now, we have compiled the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities.

For more, see http://peopleslab.mslgroup.com/peoplesinsights

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  • 1. Volume 1, Issue 4: October - December 2012
  • 2. People’s Lab:Crowdsourcing Innovation & InsightsPeople’s Lab is MSLGROUP’s proprietary comment on other people’s content andcrowdsourcing platform and approach that collaborate to find innovative solutions.helps organizations tap into people’s insightsfor innovation, storytelling and change. The People’s Lab crowdsourcing platform and approach forms the core of ourThe People’s Lab crowdsourcing platform distinctive insights and foresight approach,helps organizations build and nurture public which consists of four elements: organicor private, web or mobile, hosted or white conversation analysis, MSLGROUP’s ownlabel communities around four pre-configured insight communities, client-specific insightsapplication areas: Expertise Request Network, communities, and ethnographic deep divesInnovation Challenge Network, Research & into these communities. The People’s InsightsInsights Network and Contest & Activation Quarterly Magazines showcase our capabilityNetwork. Our community and gaming features in crowdsourcing and analyzing insights fromencourage people to share rich content, vote/ conversations and communities. Learn more about us at: peopleslab.mslgroup.com | twitter.com/peopleslab Volume 1, Issue 4, October-December 2012
  • 3. Inside Foreword 04 by Pascal Beucler Editorial 05 by Gaurav Mishra and Nidhi Makhija In India, Bloggers emerge as Influencers 07 by Ashraf Engineer Snacking conversations in the United States 09 by Steve Bryant Small Nike 13 LEGO 27 Coke Zero 43 Business 63FuelBand CUUSOO Unlock Saturday the 007 MTV Open Fantasy 17 Ministry 31 The Beauty 47 InsideElections Vicks Benetton 21 It GetsMobile Ad Unemployee 35 Better 51Campaign of the year Restore the R 39 Intel IQ 55 Walmart & Mattel’s Virtual 58 Toy Store
  • 4. Pascal Beucler, SVP & Chief Strategy Officer, MSLGROUPForewordI am delighted to introduce the fourth year-long endeavor to identify the tenissue of the People’s Insights Quarterly most important frontiers that will defineMagazine, which pulls together the best the future of engagement for businessinsights on social data, crowdsourcing, leaders and changemakers.storytelling and citizenship from ourglobal network of 100+ planners. In 2013, we will continue to track inspiring projects at the intersection of socialIn the past year, we have written 52 weekly data, crowdsourcing, storytelling andinsights reports to curate the conversations citizenship, with a focus on projects inaround the most inspiring projects at the areas of education, learning andthe intersection of these four areas, and capability building; environment, energypresented them to you, along with original and sustainability; health, wellness andresearch from our network, in our quarterly nutrition; and happiness, kindness andmagazines. human potential.Next, you can register to receive our Please feel free to write to me atannual report titled Now & Next: Ten pascal.beucler@mslgroup.com to shareFrontiers for the Future of Engagement, your feedback on the magazine, or start ato be released in mid-February as an iPad conversation on how we can help you winapp and a Kindle ebook. In this report, we in the areas of social data, crowdsourcing,have synthesized the insights from our storytelling and citizenship. Volume 1, Issue 4, October-December 2012
  • 5. Editorial Nidhi Makhija, Manager - Insights, MSLGROUPGaurav Mishra,VP of Insights, Innovation & Social, Asia,MSLGROUPThe People’s Insights Quarterly Magazine pulls People’s Insights Quarterly Magazine,together insights from MSLGROUP’s Insights Volume 1, Issue 4Network — a private network created on ourproprietary People’s Lab crowdsourcing platform In previous issues of the magazine, we have— in which 100+ planners within MSLGROUP showcased original research and thinking fromshare and discuss thought-provoking research our network on purpose-inspired transmediaand inspiring projects in the areas of social data, storytelling, the transformation of healthcare incrowdsourcing, storytelling and citizenship. Europe, and the role of social media in how food brands are perceived and how moms make foodEvery week, we pick one project from the decisions. In this issue, we share two originalMSLGROUP Insights Network and curate research reports: MSL Seattle on snackingconversations around it — on the network itself conversations in the United States and 2020 MSLbut also on the social web — into a weekly insights on the perceptions of technology brands amongstreport. Every quarter, we present the thirteen Indian bloggers.insights reports to you, along with originalresearch from our global network, as an online We also share thirteen case studies on inspiringmagazine. projects in the areas of social data, crowdsourcing, storytelling and citizenship. 5
  • 6. Social Data: Citizenship:• How Nike is reinventing itself as a technology • How American Express created a shop small company with Nike Plus and Nike Fuel movement with Small Business Saturday• How MTV created a behaviour change game for • How It Gets Better created a movement to the 2012 U.S. presidential elections inspire LGBT youth to share their stories• How Vicks used search and social data to What’s Next engage moms in areas with high incidences of flu Next, you can register to receive our annual report titled Now & Next: Ten Frontiers for the FutureCrowdsourcing: of Engagement, to be released in mid-February• How LEGO is co-creating new products with its as an iPad app and a Kindle ebook. In this report, customers at LEGO CUUSOO we have synthesized the insights from our year- long endeavor to identify the ten most important• How Open Ministry is enabling Finland to frontiers that will define the future of engagement crowdsource new legislature for business leaders and changemakers.• How United Colors of Benetton used In 2013, we will continue to track inspiring projects crowdfunding to sponsor 100 youth projects at the intersection of social data, crowdsourcing, storytelling and citizenship, with a focus on• How Rainier Beer used crowdsourcing to projects that are shaping the future of education, engage fans learning and capability building; environment, energy and sustainability; health, wellness andStorytelling: nutrition; and happiness, kindness and human• How Coke Zero, Intel and Toshiba are using potential. transmedia storytelling to create immersive Do subscribe to receive our weekly insights experiences reports, quarterly magazines, and annual reports,• How Intel is rethinking branded content with its and do share your tips and comments with us at social curation platform iQ @PeoplesLab on Twitter. Check out Issues 1, 2 and 3 of the Peoples Insights Quarterly Magazine here Volume 1, Issue 4, October-December 2012
  • 7. In India, Bloggers Emergeas Influencers For more than 15 years, 2012 Indian Bloggers Mindset bloggers have used the internet to express Survey their views and spark Sample size: 90 discussions. However, only in the last few Geography: All respondents were from India’s years has the blog National Capital Region and were participants of emerged as a powerful the Blogathon. medium in India. What Respondents: Bloggers from all domains – from started as individual technology and fashion to food and lifestyle. indulgence has There were also bloggers from unique categories evolved into a highly – for instance, a PowerPoint blogger and one who interactive medium blogs about blogging.that influences mindsets, brand perceptions andpurchase decisions. Analysis: Respondents were categorised into technology and non-technology specialisations since preliminary research showed that there are many who blog solely about the former. Key findings The survey reflected current trends as well as sites and brands that are fast gaining popularity. The top three brands thought to engage best with audiences were all from the technology sector. » Dell and Samsung – in that order – engage with bloggers the most, said respondentsPhoto from Thomas Hawk on Flickr » Facebook and Twitter are the preferred socialSmart marketers recognise this and are engaging platforms on which to connect with bloggersprofessional bloggers – as seriously as the » Excluding Facebook and Twitter, Google+ istraditional media – as part of their brand-building Indian bloggers’ preferred social networkand promotional strategies. » Pinterest is catching up fastIn some ways, blogs are a social commentary and » Most bloggers believe that no social networktherefore act as an attractive tool to engage with can beat Facebook, in terms of number ofthe audience. In this age of digital media, where users, in the next five yearseveryone wants to have their say, brand managersare increasingly becoming aware of blogs’ » Most views for blogs are directed fromimmense potential. Facebook, followed by Twitter and then Google+Keeping this in mind, 20:20 MSL partneredwith Blogathon India to conduct a survey on » Digital campaigns for corporate socialwhat bloggers feel about brands, blogging and responsibility were the most recollectedindustry trends. » Actor Aamir Khan is bloggers’ favourite brand ambassadorBlogathon India, along with 20:20 MSL,organised the first edition of the Blogathon on » Flipkart is the top e-commerce site forMay 26, 2012. Bloggers across specialisations bloggers; 39% ranked it the highest, followedcome together to celebrate the craft, and the by eBay (10%) and Yebhi (6%)event became a platform for brands to interact » Samsung Tab and Canon DSLR – apart fromwith them. The 2012 Indian Bloggers Mindset all Apple products – are bloggers’ mostsurvey was conducted at the event. desired gadgets 7
  • 8. Most respondents said they spent less than five If you leave out Facebook and Twitter, Google+hours blogging every week. It was technology emerged as the most preferred social networkbloggers who spent the most time practising their among technology bloggers. Non-technologycraft – 30% spent more than 20 hours every week bloggers seemed to be more experimental andon it – while only 14% of non-technology bloggers spent their time on various other networks.spent more 20 hours on their blogs. Sometechnology bloggers spent more than 40 hours Aamir Khan (18.8%) enjoyed a strong lead overper week updating their posts. Most bloggers fellow actor Amitabh Bachchan (11.8%) as the(44%) accessed the internet from their phone leading brand ambassador. Cricketer Sachinand/or tablet for more than six hours per day. Tendulkar (11.5%) and actor Shah Rukh Khan (10.5%) came next. With three of the four most-When it came to brands getting in touch with preferred brand ambassadors being actors,bloggers, Facebook (30%) followed by e-mail it seemed that the Bollywood bug had bitten(29%) led the pack as preferred modes of bloggers too.communication. The preference for Twitter (16%)over SMS (14%) was marginal. Clearly, non- In terms of youth appeal, bloggers pointed totechnology bloggers preferred traditional means Samsung as the top brand. An equal number of(read: e-mail) of contact. tech and non-tech companies were in the top 10 list of Indian brands with youth appeal. Among the cola majors, Pepsi had an edge over Coke. Through this survey, we have insights into how the Indian blogger thinks with regard to products, technology and the medium. Few marketers can today afford to ignore these powerful voices. View The 2012 Indian Bloggers Mindset Survey Report on Slideshare Volume 1, Issue 4, October-December 2012
  • 9. Why Hostess Lacksthe Mostest Steve Bryant gives (Will the miracles of modern convenience ever his take on the recent end?) Could life be any simpler? demise of an iconic American snack The answer, Hostess can vouch, is resoundingly, company, Hostess. yes. Founded in 1930, A nice piece of buttered and jammed toast the company was takes — what? — three to five minutes? That ubiquitously known for could once have defined convenience. Today’s its brands like Wonder breakfast makers are more likely to put that Bread and Twinkies. buttered toast and jam into a blender, squirt it out What does the fall of the in bars, and wrap it in a shiny foil wrapper. Grab, Hostess Empire mean go, eat on the way to work or school, and you’re for the American, and done. No napkin required.even the global, “snack-scape”? Pocket bread, wraps and tortillas have served up a similar fate for sliced bread, with sales falling 11.3% from 2006 to 2011, according to Symphony IRI. Rising whole grain bread sales are a bright spot, but overall category weakness has escalated consolidation in the bread business (Hostess itself was built through consolidation). But the real mourning these past few months is all about Twinkies and their snacking kin. They have well earned a place in the “Snacking Hall of Fame,” but the world of snacking has changedPhoto from Christian Cable (nexus_icon) on Flickr radically since their introduction. Sure, you could chalk up their fate to changing nutrition andThe possible demise of Hostess has played out wellness concerns – but you’d be mostly wrong.in the media as a tale of Twinkies, but the dollars There is still an enormous market for consumersand cents of the matter come down to two big who don’t give a fig for healthy eating!issues: the decline of the bread business and thevast diversification of snacking. Here’s the daunting fact: Consumers have vastly more snacking choices in stores these days. AndBread took a serious blow in the low-carb decade the competition is about to get fiercer, with nearlyand, despite a perception that “carbophobia” every major food maker declaring snacks as ais history, consumer enthusiasm for bread has focus of growth initiatives. This new snackingonly partially recovered. If that sounds like land grab is a response to the startling fact that,today’s economy, the comparison is apt. While according to The Hartman Group, about half ofthe apparent cause of bread’s decline seemed eating occasions are now snacking occasions.obvious, another, more persistent cause was atwork: Changing lifestyles that have pushed to In the branded food and beverage PR business,the extreme our definition of ready-to-eat. a large share of the communications work we handle is introducing new items that appeal toPicture June Cleaver. She whips out a ready- evolving lifestyle needs of consumers. There’s amade loaf of Wonder Bread. (It’s a wonder reason: Consumers make dozens of food choicesshe didn’t have to make it herself.) She pops a day, and they welcome variety. Brands snooze,the ready-cut bread – count that as another they lose.innovation – into her new-fangled toaster. 9
  • 10. Photo from Sacred_Destinations on Flickr Why Study Snacking Conversations?It’s true that brands have lately gained a lot of Snacking is big business. As Americans movetraction with communications that mine their away from three square meals to a “graze theorigin stories. “Fruits are found in the roots of day” style of eating, savvy food manufacturersbrands,” a colleague likes to say. However, this and foodservice operators are transforming foodbrand excavation works best in illuminating a products and menu items to meet changingbrand’s enduring sense of purpose. needs. Consider the following:Like others, I don’t think we’ve heard the death » Nestlé’s Lean Cuisine recently launched sixknell for Twinkies. The indestructible snack may snack SKUs, three flavors of spring rolls andwell live another day, just as Cracker Jacks are three vegetable dips with pitastill on shelf … last time I checked. But then, » General Mills, maker of snacks such as Chexthat’s the problem. We have affection for the Mix and Bugles, expanded further into theoldies but goodies, but the growth is in options category in February 2012 with its purchasethat are geared to the pace and demands of life of tortilla and sweet potato chip maker Foodtoday. Should Taste GoodIn the latest twist, a court has ordered mediation » Food trend experts offered Perpetualand the sun may yet come out for Twinkies and Snacking as a top prediction for 2012 Snowballs. Along other would be acquirers,Sun Capital Partners has refreshed its offer for As food and nutrition communications experts,the company, promising capital for innovation. the MSLGROUP North America Food andNow we’re talking. What are the Twinkies of Beverage Specialty Unit team undertookTomorrow? Therein lies hope for the Twinkies of a deeper exploration into the always-onYesterday. conversation revolving around the snack trend:Snacking Conversations in the United States » Which products and messages receive the& Recommendations for Brands most media attention?The MSLGROUP North America Food & » How does the story take shape in theBeverage Specialty Unit recently published a blogosphere?new study called Snacking Conversations in theUnited States, which examines how traditional » To what degree does nutrition matter?and social media cover the subject of snacking » Which areas are saturated and which haveand the key themes they tend to discuss. room to grow? Volume 1, Issue 4, October-December 2012
  • 11. We uncovered a robust conversation, largelycentered on healthy snacking strategies (withone noticeable exception, the men’s segment)and a wide variance of opportunities for brandsbased on the category within the world of snacks.Overall, we see a large amount of attentionwithin the traditional and social media sphereson better-for-you snacking, i.e., snack productsthat marry nutrition with the great taste thatconsumers demand. View the in-depth findings of the study and the team’s recommended actions for brands whoFindings want to join the conversation atThemes and Their Subgroups At-A-Glance Snacking Conversations in the United States.What do media also tend to mention inconversation about snacking and families,snacking and healthy, or snacking and flavor? View Snacking Conversations in the United States on Slideshare 11
  • 12. Social data
  • 13. Nike FuelBandA wearable activity tracker FuelBand user mkloker commented:In 2012, Nike introduced the Nike FuelBand – “For an average Joe - I like it. It provides constanta wearable band that measures and displays feedback and motivation… Before I got one, I neverpeople’s daily activity – in a virtual metric called thought much about my activity level.”NikeFuel – to inspire them to stay fit. And self-trackers The FuelBand also appeals to self-trackers, making it easy for people to measure their daily behavior and engaging them with visually beautiful displays and metrics.Source: nike.comJournalist Jessica Stanley observed the need forsuch a device:“Just Do It’ is one of the best positioning statements Source: nike.comin the world, but customers started to change.Don’t just say it, help us.” As journalist Jenna Wortham mentioned in her review of the FuelBand:Targets ‘everyday athletes’ “From the moment I wrapped the band around myNike targets the “everyday athlete” with the wrist, I was enamored with the idea of a device thatFuelBand, acknowledging that everyday activities could help me collect data about my habits andcontribute to overall well being, inspiring people behavior, so that I could try to improve them.”to do more and giving people a way to measurethe actual contribution. 13
  • 14. Helps make sense of data FuelBand user Roger Cheng shared his experience:People can sync their bands with their smartphones and the Nike+ website to see the number “The color LEDs on the FuelBand serve as anof steps taken, calories burned and NikeFuel extra crack of the whip: the lights move from redearned over time. to green as you approach your daily goal, taunting you to keep moving until you hit your mark. WhenAlyson Shontel commented: I was a few hundred points away from the goal, I spent the last hours of the night walking around“The statistics are amazing. You can look at your my apartment to boost my score (your Fuel scoreactivity by the hour, day, month or year.” resets to zero at midnight).”The app and website also double up as a social Alyson Shontel wrotenetwork, connecting people to their friends andalso to members of the 7 million strong Nike+ “The mix of guilt and competition the FuelBandcommunity. makes you feel pushes you to make healthier decisions.” Gamification of fitness The FuelBand makes fitness a game by presenting people with a daily challenge and rewarding them when they get closer to meeting their goal, and makes daily activities and chores fun. Catherine de Lange commented: “After using the bracelet for a couple of days, I found it strangely addictive. Just wearing the device compels you to take the stairs or walk, even clean the floor - all those things we know we should do but seem like a chore.”Source: itunes.apple.com Instant feedback - a powerfulBy taking into consideration factors such as motivatorage, gender, height, type of activity and amountof movement when calculating the NikeFuel, The constant monitoring of data also acts aNike gives people one single data point to look powerful motivator. Users found that the instantat while analyzing their own activity and their feedback and a sense of progress helped bringfriends’ activity. about a change in their behavior and make them become more active.As Catherine de Lange commented: Gaurav Mishra, VP of Insights, Innovation and“Because the fuel currency is universal too, it Social Asia, MSLGROUP shared:means you can link up and compare with friends.” “I remember that the year I first bought a Nike+Or, as blogger Christen Costa put it: shoe was the year I ran most regularly. The instant“In short order, Nike Fuel is a calculation that feedback and the sense of progress was almostallows everyone and anyone to compete regardless addictive. Then, I lost the sensor, and lost my stride.of their sex, age and any physical predispositions.” “I bought a NikeFuel band a few weeks back and I have seen my activity levels go up significantlyActs as a constant reminder since then.”Ever present on the wrists of the owner, the Alyson Shontel reflected:FuelBand displays the amount of NikeFuelearned for the day, and motivates people to meet “Realizing how inactive I was during certain hourstheir daily goal. has made me more active in my spare time.” Volume 1, Issue 4, October-December 2012 Social data Nike FuelBand
  • 15. Does it do enough for $150?While most agree the FuelBand is a greatmotivator, the FuelBand has its limitations and,for the price, people feel it should include GPSand a heart monitor and should be more accuratein measuring activity. Source: nike.com Journalist Jessica Stanley observed Nike’s domination of the fitness industry: “So alongside products like shoes and apparel, they’ve built an entire ecosystem.” Other personal data tracking productsSource: blisstree.com As gadgets get smaller and smarter, self-trackingCNET editor Roger Cheng summarized the becomes easier. Indeed, we are noticing a trendlimitations of the FuelBand: of innovative tracking devices designed to help people change their behavior for the better.“The Nike Fuel score is worthless to anyone whodoesnt have a Nike+ product, and isnt alwaysaccurate. Theres no way to measure distance forspecific runs, so it isnt useful for athletes or peoplewho train regularly. At $149, its also pricey for whatit does.”Several people shared this view, especially sinceOmron pedometer’s come as cheap as $20, andFitBit’s popular activity tracker is priced at $100.Others however, believe the FuelBand deliverson what it promises – it gets people moving. As Clockwise: Withings Blood Pressure Monitor, Withings Body Scale, FitBit activity trackers, MyZeo Sleep Manager, Nike+ iPodFuelBand user CPC08 commented:“The app is great. I would love it to be moreaccurate, but paying $150 for true motivation iswell worth it to me.”Part of the larger Nike fitnessecosystemThe Nike FuelBand is the latest addition to Nike’ssuite of fitness products, which includes not onlyNike’s apparel and shoe line but also trackingproducts such as the Nike+iPod shoe tracker,GPS watch and the Nike+ running app. 15
  • 16. View this report directly on SlideshareVolume 1, Issue 4,October-December 2012 Social data Nike FuelBand
  • 17. MTV Fantasy ElectionWhat is MTV Fantasy Election? Jason Rzepka, MTVs senior vice president of public affairs, hopes the game will “instill theTo educate and engage 18-29 year olds around habits of good citizenship among young voters,”the 2012 U.S. elections, MTV launched Fantasy over a sustained period of time. He also said:Election – a game in which players create teamsof politicians and track their performance in five “Being a savvy spectator wont be enough to wincategories - transparency, honesty, social media the game, he says. Players will need to keep abreastengagement, civility and public opinion. of the latest news, register to vote via a streamlined application on the Rock the Vote website and exertPlayers lose or gain points based on their teams’ subtle peer pressure on their fence-leaning friends.”behavior as judged by five independent websitesincluding PolitiFact.com and Project Vote Smart. MTV motivated players to stay engaged with over 3,000 prizes, ranging from $5 gift cards to the grand prize – an all-expense paid trip for four to the 2013 MTV Video Music Awards and $25,000 in cash. The prizes are plenty, but so are the challenges MTV faces in meeting its vision. A step away from MTV “Choose or Lose” With few exciting jobs and growing debt, the 2008 election marked the year U.S. youth chose but yet lost. As a result, MTV has moved awaySource: fantasyelection.mtv.com/ from its 20 year election slogan “Choose or Lose” and created the new entity Fantasy Election.How it worksPlayers and members of their leagues canchange their teams on a weekly basis and earnbonus points by answering daily trivia, checkingin to televised debates on GetGlue and events onFoursquare, and by reading news articles. 17
  • 18. A better platform for political discussions Despite the youth’s tendency to over-share, they tend to avoid political discussions on social media. Bloggers point out the MTV Fantasy Election may offer a better platform and also spark more political conversations. As L.A. Times journalist Rebecca Keegan noted: “Hangovers, breakups, Katy Perry lyrics —Source: nytimes.com millennials are notorious for posting information online that older generations find either tooAs Keith Wagstaff, writer at TIME Techland, personal or too trivial to share. But there is onecommented: topic where young people cry TMI — politics. At“Why ditch MTV’s classic “Choose or Lose” motto? least thats what MTV found in a 2011 poll of someBecause despite the fact that more young voters of its 15- to 24-year-old viewers, only 36% of whomturned out in 2008 than for any election since said they would post a political opinion on a social1992, young people in this country face grim job media site…prospects with $1 trillion in student-loan debt. In “To get millennials… thinking harder about theother words, they chose and they lost, not exactly election, MTV has turned to a format the age groupan empowering experience for a first-time voter.” is very comfortable with — games.”Lack of youth interest in 2012 Gamification to educate andelections engageEven with the new campaign, MTV faces a steep Bloggers commended MTV for using gamingchallenge – 45 million millennials (aged 18-29) techniques to educate young people aboutare eligible to vote, but studies have found they politics and for making the subject moreare less enthusiastic and less likely to vote as accessible and interesting.compared to 2004 and 2008.A July 2012 Gallup poll found:“Fifty-eight percent of U.S. registered voters aged18 to 29 say they will "definitely vote" this fall, wellbelow the current national average of 78% and farbelow 18- to 29-year-olds voting intentions in the Source: gamification.cofall of 2004 and 2008.” As Gary Henkle pointed out:The MTV Fantasy Election thus is very relevantand serves a good purpose. As Govind, National “Fantasy Election ‘12 can definitely be used as aCreative Director at MSLGROUP Creative+ and tool by student activists to bring their disengagedmember of the MSLGROUP Insights Network, friends on board. For any friend who says “I want tocommented: be more involved, but I don’t know how this works,” this game makes discovery of the political process“This [campaign] is really good. Sensitizing more fun than a didactic civics lesson, and asdisinterested youth so they get involved in the mentioned brings awareness in less time.”electoral process!” Volume 1, Issue 4, MTV Fantasy October-December 2012 Social data Election
  • 19. Fast Company contributor Lydia Dishman praisedMTV for its mature and intellectual approach tocreating political awareness:“Rather than simply showcasing a pop starwrapped in an American flag (hello Madonna!) andcalling it cool, Fantasy Election ’12 is attempting tochannel the intellectual core of political activism’sheyday during the 60s and 70s.”Is gaming an appropriateapproach? Source: fantasyelection.mtv.com/Several people however have criticized the As AWM1983, a reader at Time.com, commented:gaming approach: they do not believe thatgaming techniques should be applied to a matter “While I dont really care about earning points oras serious as voting, and consider it a frivolous playing the game, I do like the idea of on goingwaste of time. ranking system that takes multiple factors into account. It is a shame that it has to stop with theAs JackiMaddie commented at CNN.com: election. It would be great if they continued to track“If it takes a video game to get someone to vote, and rank elected officials on honesty, campaignIm not so sure we want that person voting to begin promises, and lobbyist connections.”with.” Indeed, it was this skepticism of political claimsAnother CNN reader, nelly0042 commented: that led to the ranking system. As Jason Rzepka of MTV said:“Considering that half of recent grads areunemployed or under employed, they might be "Because of the skepticism of our audience, webetter off paying attention to that instead of some decided to use the game as an accountability tool."fictitious game.” Tracking candidates is hard workCNN reader StopItB on the other hand embracedthe MTV Fantasy Election format as the ‘future of It is important for voters to actively trackingcommunications: candidates’ claims and elections throughout the elections season, and MTV generously“I beg to differ here. I think this could be a rather offers plenty of incentives to keep young voterssuccessful venture if handled correctly. There engaged.are many political discussions that occur onFacebook… This is the future of communications. As Keith Wagstaff wrote:It should be embraced rather than ostracized.” “The idea is that while Millennials might not venture to a host of dry political sites to keep trackRanking tool helps combat of which politicians are disclosing funding sourcesskepticism and making false claims, they might pay attention if their Fantasy Election team loses points —People have also applauded MTV’s innovative especially if those points can lead to prizes like aranking system which helps voters digest the trip for four to the Video Music Awards.”overwhelming amount of information availableand focus on candidates’ performance in areas However, players have still found the effortthat matter. strenuous and hard to sustain. As dspringfield commented: “This thing is pretty exhausting. I hope it pays off.” His sentiment is evident amongst the larger pool of players. While ten thousand people have joined the MTV Fantasy Election, MTV’s Rzepka shared that “a lot of the audience is turning away”. 19
  • 20. Can MTV convince youth to vote? At the very least, MTV believes it can help create more informed and active citizens in the long run.Bloggers acknowledge the need of reaching CNN journalist Gregory Ferenstein quoted MTV’smillennials online, but question if gamification of Rzepka on this:politics is enough to motivate millennials to vote. “Even if MTV cant make Generation Y a huge voting bloc, Rzepka believes the network can still be influential. "Were not going to solve the problems we face with voting alone," he said. "If we as MTV can get them [young citizens] when theyre 18 and when theyre 22, they are a long way on their way to being active and informed participants in our democracy from now on."”Source: fastcocreate.comAs Keith Wagstaff said:“Will it get young voters to turn out on ElectionDay? It’s doubtful that the “gamification” ofpolitics is enough to counter the disillusionment ofmoving back in with your parents or staring down$100,000 in student-loan debt. Still, the days ofsimply prompting young people to vote from arock concert are over; twenty-somethings expecteverything to be online — and that includes politicalengagement.” View this report directlya on Slideshare Volume 1, Issue 4, MTV Fantasy October-December 2012 Social data Election
  • 21. Vicks Mobile Ad CampaignInnovative ad targeting campaign The mobile experienceIn early 2012, Vicks combined several layers of Moms received in-app ads which warned themdata to reach moms in high flu zones with mobile that they were in high flu zones and directedads for their premium Behind Ear Thermometer. them to the closest retailer. On clicking the ads,Moms only received ads if they were within three moms were shown a video on the benefits of themiles of a retailer selling the thermometer. thermometer.Elyse Dupré, a reporter Direct Marketing News,summarized the campaign:"The mobile aspect of the integrated campaignused three components to target its audience andsent relevant messages. The first was demographiccriteria (e.g., experienced or expecting moms).Second, the mobile system was set up to use theGoogle Flu Trends index to alert moms when theirlocal flu levels were high. Third, the mobile systemused geo-targeting to provide customers with alist of retailers selling the thermometer—such asWalmart, Target, and Walgreens—and directionswithin a 3-mile radius." Source: nytimes.com 21
  • 22. Matthew Arnold, who covers medical marketing “Google’s [Flu] Trends is based on a formula tonews online, wrote: estimated flue activity based solely on searches. Google was able to do that by correlating flu-“They see an in-app banner ad reading “FLU related Web searches with actual data from theLEVELS IN YOUR AREA ARE HIGH. Be prepared Center for Disease Control (DCD). By combining thewith Vicks revolutionary Behind Ear Thermometer,” search keywords with the IP address of searchersand “buy at Target .2 miles away.” Clicking on the which provides searchers’ locations, Google is ablebanner takes them to a landing page with a store to estimate regional flu activity within a day offinder, video and mobile site.” outbreaks compared to a week or two lag with CDC reports.”Layer 1: Google flu data Google provides this data for states and countriesVicks used Google Flu trends to find out which in North America, South America, Europeareas were experiencing high incidences of flu. and also Russia, Australia and South Africa. InGoogle uses search trends and IP addresses to addition to flu trends, Google also monitorsdetermine the locations, and provides this data dengue trends in Mexico and some parts of Asiafor free online. and South America. Layer 2: Demographic data Vicks was able to reach moms and expecting moms through mobile apps such as Pandora which collect user data including age, gender, marital status and number of children. Andrew Adam Newman, a journalist at New York Times, noted: "A mobile campaign by Blue Chip Marketing Worldwide, which is based in Chicago, places the ads for the thermometer within popular apps like Pandora that collect basic details about users, including their sex and whether they are parents, and can pinpoint specific demographics to receive ads."Source: google.org/flutrends/us/#citiesGoogle explained the logic behind their analysis: Layer 3: Location data Vicks used real-time data from location based"We have found a close relationship between how mobile advertising network Where to targetmany people search for flu-related topics and moms when they were within 3 miles of ahow many people actually have flu symptoms. Of closest retail store that stocks the Behind Earcourse, not every person who searches for "flu" is Thermometers.actually sick, but a pattern emerges when all theflu-related search queries are added together"Dr. Robert Brecht, a specialist in healthcaremarketing, explained how the raw data wasvalidated and made accessible: Source: site.where.com Volume 1, Issue 4, Vicks Mobile October-December 2012 Social data Ad Campaign
  • 23. Melissa Hoffmann noted:“[Where] has the geolocation technology necessaryand the ability to tap into Googles flu trends toproperly target the ads.”Highly relevant propositionThinkers point out that the ad campaign is highlyrelevant as it reaches only moms that meet allthe targeting criteria and at a time when they aremost likely to make the purchase.As Andrew Adam Newman pointed out, “ not allmothers will see the ad on their smartphones. "Dr. Robert Brecht highlighted the “real time”factor, and noted that mobile ads are a great wayto reach moms:"Mobile marketing is an important tactic to reachmoms because of their reliance on smartphonesto help them multi-task to balance the manydemands of their hectic lifestyle."Michael Johnsen, who covers medical marketingnews, wrote: View the full Privacy Infographic – June 2011 (Survey respondents from UK, Spain, and Singapore) at gsma.com“The ad targets users who arguably have ahigher need for the product — a factor that would Patricia Kosseim, General Counsel, Office of thepresumably increase the purchase intent with that Privacy Commissioner of Canada, addressed thisbranded call to action. issue in her keynote speech at an ethics conference earlier this year:The targeting options did indeed have an effecton the ad performance. Sarah Van Heirseele, VP "[The Vicks] example gives rise to yet another rangeof digital at Blue Chip which ran the campaign, of ethical issues having to do with the privacy ofshared: app users in this case -- whether they were aware that their personal information would be used for“Click-through rates during the soft launch targeted ads by third parties and whether they wereperiod are more than double what was originally given meaningful opportunity to opt out of it…anticipated.” "Many of the online practices we see rely on thePrivacy is a rising concern assurance that the information aggregated,Marketers and healthcare specialists predict that used and/or disclosed to third parties is non-the increasing power and possibilities of targeting identifiable. However, given the scope and scale ofoptions will lead to a widespread debate on the information collected, the powerful means nowprotection of privacy and call for newer and more available to combine and analyze disparate piecesrelevant laws. of data and the increasingly personalized nature of targeting strategies, there will often be a serious possibility that information could be linked to an individual." 23
  • 24. Targeted ads are “creepy” “The use of big data will become a key basis of competition and growth for individual firms. FromThinkers point out that targeted ads and location- the standpoint of competitiveness and the potentialbased ads can creep out consumers, and that capture of value, all companies need to take bigcampaigns should be designed to appear less data seriously... Indeed, we found early examples oftargeted to avoid ‘spooking out’ consumers. such use of data in every sector we examined.”In a blog post on Redefining Privacy: Mobile’s Several of our previous case studies show howPrivacy Challenges, Brian Morrissey, editor at media companies and brands are using bigDigiday, wrote: data and social data to cover politics“People carry their phones everywhere, storing (CNN I’m Voting app), to engage and educatepretty much their most sensitive information on youth (MTV Fantasy Elections) and to cater tothem, making the prospect of location-tracking self-trackers – people who like to measure andscoring very high on the “creepy” scale that visualize their activities (Nike FuelBand).seems to govern whether issues become privacycontroversies.”New York Times report Charles Duhigg cameacross the same issue when covering retailerTarget’s use of data to identify expectingmothers and send them tailored productrecommendations. He quoted a Target employee,who said:“With the pregnancy products, though, we learnedthat some women react badly… Then we startedmixing in all these ads for things we knew pregnantwomen would never buy, so the baby ads lookedrandom…And we found out that as long as apregnant woman thinks she hasn’t been spiedon, she’ll use the coupons. She just assumes thateveryone else on her block got the same mailer fordiapers and cribs. As long as we don’t spook her, itworks.”Big DataBig Data has been receiving an increasing amountof attention in recent months, as the amountof data captured increases and brands becomemore data savvy.In May 2011, the McKinsey Global Institutereleased the report “Big data: The next frontierfor innovation, competition, and productivity,” inwhich they noted: Volume 1, Issue 4, Vicks Mobile October-December 2012 Social data Ad Campaign
  • 25. View this report directlya on Slideshare 25
  • 26. Crowdsourcing
  • 27. LEGO CUUSOOWhat is LEGO CUUSOO?In 2011, LEGO opened up its Japanesecrowdsourcing platform CUUSOO to globalaudiences, inviting adults to submit and vote fornew LEGO product designs. There are currently3,787 live projects at LEGO CUUSOO. Three co-created products have been launched to date,and a fourth one is in production. Source: techhive.com As Levent Ozler, editor-in-chief of Dexigner, summarized: “Ideas that are supported by 10,000 votes have a chance of being selected to become part of the LEGO Groups product portfolio and sold in LEGO Brand retail stores and the LEGO online shop. Consumers who have their ideas chosen will earn 1% of the total net sales of the product.” Maxine Horn, advocate of safeguarding intellectual property, commented: “Lego are certainly an inspiration and what I love about their new move is that, unlike others usingSource: lego.cuusoo.com their customer base to inspire innovation, they set a challenge and are prepared to share in the revenuesHow does it work? of anything they take forward.”Ideas that clear an initial review and People can submit their own projects and canreceive10,000 votes are formally evaluated by a also collaborate with other members of theLEGO product team for Brand Fit, Business Case LEGO CUUSOO community (Guidelines forDevelopment (and license agreements), Model Collaborative Projects). People must be 18 toDesign and Final Review. submit ideas and 13 to vote on ideas. 27
  • 28. This video explains the LEGO CUUSOO review Speed of innovationprocess. With LEGO fans eager to see the products they voted on in stores instantaneously, LEGO has cut down its typical product release cycle from two to three years to as little as six months with the Minecraft project. Matthew Kronsberg, writer at Fast Company, pointed out: “The first Cuusoo project--the Shinkai--took 420 days to accumulate enough votes to trigger a review (only 1,000 were needed for the Japan-Source: LEGO® CUUSOO Process and Summer Review Results only project), while Minecraft, with its 20 million registered users, racked up 10,000 votes in just 48Challenges the LEGO business hours.process “Such an outpouring of interest would beFan submitted ideas undergo the same scrutiny squandered though, if that consumer desireas internally developed ideas, and have pushed was left to wither through a traditional productLEGO to consider new partnerships to bring development cycle. And this is where the second,projects to life. For instance, LEGO partnered and possibly more significant piece of the Cuusoowith Mojang, creators of the popular video game endeavor comes into play: Lego Minecraft will goMinecraft, to produce the Minecraft set. from concept to release in roughly six months, rather than Lego’s typical two- or three-year process.” Staying relevant and constantly innovating LEGO enthusiasts point out that LEGO’s agility and determination to staying relevant to changing demographics has helped turn the company around and establish a strong fan base. As LEGO enthusiast and CUUSOO reviewerSource: lego.cuusoo.com GlenBricker said:The LEGO CUUSOO process has also resulted in “At one point a few Years ago Lego almost wentLEGO standing by brand guidelines and rejecting bankrupt. Now they are a multimedia empire…projects that were not an ideal fit. Ideas have Lego is doing a great job staying relevant to abeen archived for being inappropriate for young changing demographic who has a constantlyaudiences (The Winchester - Shaun of the Dead), expanding field of entertainment opportunitiesfor being too costly to produce (Legend of Zelda available to them.set of characters) and due to barriers in obtainingthe license from original copyright holders “Sure, it is far from an instantaneous process but(My Little Pony - Friendship is Magic, a property more and more we expect or entertainments toowned by competitor Hasbro). conform to what we want rather than us to conform to what is available.”In a blog post, LEGO stated:“Opening ourselves to new product suggestions Power of crowdsinvites popular ideas that don’t always fit our brand. Digital enthusiast Luis Remelli Beerbower noted:This is the first time we’ve felt that we should turna LEGO CUUSOO idea down, but we’re grateful for “LEGO has many reasons for crowdsourcing:the spirit behind projects like the Winchester and for engaging their customers, accurate estimation,the opportunity to be challenged. It keeps us sharp customer needs, spotting trends, and seeing in firstand looking toward the future of the LEGO brick.” hand market potential for each product.” Volume 1, Issue 4, LEGO October-December 2012 Crowdsourcing CUUSOO
  • 29. In the words of Fast Company’s Matthew Kronsberg, AFOLs are “small, all but invisible demographics, but taken in aggregate, colossal.”Source: bturn.comCrowdsourcing is beneficial to brands in severalways. In a Tedx Talk, Dwayne Spradlin, CEO ofinnovation platform Innocentive, highlighted the Source: AFOL A Blockumentary via fastcompany.comprimary advantage: AFOLs are connected offline through local"What we have created are systems where we Lego User Group chapters, meetups and brickbuild large facilities and large buildings full of conferences, and through online LEGO platformsthe researchers that we think can solve the most like CUUSOO and ReBrick, a social bookmarkingimportant problems. We hire the best in the world site for adults to share and discuss userto work on those problems, but we all know the generated LEGO content.fundamental limitation of that kind of system. Wecouldn’t hire all the smartest people in a given fieldif we wanted to, we can’t.” Co-creating the next generation of productsThe CUUSOO model also helps individual ideasstand out and enter the spotlight. As Peter The passion people show for co-creatingEsperson, Lego’s Online Community Lead said: and shaping products around them, and the technology to harness their creativity and“If we got all the Lego designers, and probably feedback has lead to the new generation of co-even all the fans in the same room and discussed created products we are seeing today, with LEGOwhat it was we should make, and put it to a vote? CUUSOO and other brand initiatives such asIt probably would not have been the Shinkai Philips Simply Innovate.[submarine]. But some guy in Japan decided hewanted to do this, and he tapped into the deepwater In a 2009 Forrester report “Future of the Socialmarine biology community and then it happened.” Web”, Jeremiah Owyang predicted the role communities would play in the creation of newCUUSOO’s 10,000 vote requirement also helps products:streamline the crowdsourcing process. As theIdea Connection team noted: “Socially connected consumers will strengthen communities and shift power away from brands“Lego receives original ideas but is not weighed and CRM (customer relationship management)down by too many which can be costly and time systems; eventually this will result in empoweredconsuming to examine. And fan support can communities defining the next generation ofprovide some kind of indication of the potential products.”popularity of a concept.” Indeed, the last few years have seen a rise inTargets AFOLs (Adult Fans of consumer facing crowdsourcing and collaborative programs and the emergence of a strong DIYLEGO) culture and technology driven maker sub-culture.CUUSOO caters to the adult LEGO fan base,a sizable population of people with a sharedpassion for and expertise in building things.Participants of CUUSOO include professionaldesigners and engineers. 29
  • 30. Chris Anderson, former editor-in-chief of Wiredand author of the book Makers – The NewIndustrial Revolution, believes technology isresponsible for this new maker movement:“The real revolution here is not in the creation ofthe technology, but the democratization of thetechnology. It’s when you basically give it to a hugeexpanded group of people who come up with newapplications, and you harness the ideas and thecreativity and the energy of everybody.”LEGO co-creation ecosystem Source: cnet.comLEGO nurtures the spirit of creation amongstadults and children alike with digital tools such Joren de Wachter, an IP strategy consultant,as LEGO Digital Designer and LDraw to create noted:products with a virtual supply of LEGO pieces,and social networks such as LEGO Club and “The genius of Lego is to embrace and share thatReBrick that foster knowledge sharing, content creativity, rather than trying to own it.”sharing and discussion. View this report directly on Slideshare Volume 1, Issue 4, LEGO October-December 2012 Crowdsourcing CUUSOO
  • 31. Open MinistryWhat is Open Ministry? This approach empowers citizens to have a say in their governance, and more. Science andIn March 2012, the Finland Citizens’ Initiative Act technology writer David Hill pointed out:went into effect, giving citizens the right topropose legislation to the Finnish Parliament. To “More than that, Finnish voters can back anfacilitate this, a group of non-profit entrepreneurs initiative online rather than being physicallylaunched web platform Open Ministry. approached by solicitors. Not only does that make it more convenient, but voters can study theThe platform supports a new era of open initiatives in more detail and research informationgovernance. As Journalist Susan Fourtané noted: before they sign up, something that is much harder to do when someone is pushing a clipboard in your“Today, companies are crowdsourcing everything face to sign.”from designs of cars to marketing slogans. Whyshouldn’t governments follow suit?” Collaborative Social innovationHow does it work? The initiative involves collaboration both between the government and the people, as well asThrough the web platform, citizens can propose among people, with volunteers running theand vote on new legislature online. The proposed platform and converting proposals into legallegislation must gather support from 50,000 form.citizens of voting age within six months to beconsidered by the parliament. Journalist Susan Fourtané noted: “In the meantime, The Open Ministrys team has been actively working with organizers / campaigners in planning the initiative campaigns for the fall. A group of volunteers from different professional backgrounds evaluate and select proposals that citizens send through the Website. Later, the final selection is passed on to volunteer lawyers who draft the proposals into legal form and terminology.”Source: avoinministeraio.fi 31
  • 32. CSR opportunity for brands Can crowdsourcing lead to socialSeveral banks and telecom providers have change?supported the initiative by providing free access In October 2012, the first citizen-proposed law, ato their verification APIs, thus enabling Open ban on fur farming, entered Parliament with theMinistry to verify the identity of voters. This support 55,000 citizens. Thinkers are watchingpartnership was crucial to the Open Ministry developments to gauge the success of thebeing accepted by Finnish policymakers, and initiative.provides brands an opportunity to support theirconsumer’s passions.Source: peopleslab.mslgroup.comRevival of trust in government?Thinkers believe that the transparency that isinherent in Open Ministry platform can lead togreater accountability for government officialsand increase of trust in officials. Source: gigaom.comStefaan Verhulst, an academic in law and Matthew Ingram, a writer at GigaOm, pointed out:communications, wrote: “The laborious process of putting together a“Finland’s program forces representatives to comprehensive piece of legislation — which wouldofficially take a stand for or against proposals require hundreds of pages, legal footnotes anddemonstrated to be important to a large portion of cross-checking with existing laws if it is to succeedthe population. in any real way — may simply not be compatible“As such, Open Ministry could lead to not only with existing crowdsourcing methods”.more immediate direct democracy, but greateraccountability for government representatives.” Do we need a new paradigm forJoonas Pekkanen, founder of Open Ministry, lawmaking?shares similar views, which have been While some question if crowdsourcing can besummarized by Good News Finland: effective in creating serious legislature, some question whether the current definition of“Open preparation and decision-making ensure legislature is still relevant in today’s world.that real causes and opinion leaders will be heard.When the processing phases surrounding decisions Academic Stefaan Verhulst wrote:and background documents are open to everyone,trust in government officials and representatives “Despite the promise of crowdsourcingwill grow.” towards more participation, transparency and accountability of the law-making processes several challenges remain. More importantly, broader questions exist on whether these efforts aim to fix a process designed for a previous era or should go beyond what we currently mean by legislation.” Volume 1, Issue 4, Open October-December 2012 Crowdsourcing Ministry
  • 33. Can Open Ministry work This shift in people’s attitudes is evident in the number of open governance initiatives in Europe,elsewhere? Brazil and even the U.S.Thinkers highlight the progress of the initiativeto Finland’s open culture and history ofcollaboration between citizens and government.David Meyer, a writer at GigaOm, noted:“Nordic countries tend to have relatively closesocieties where people are enthusiastic aboutpitching into civic life… Tech-driven democracy fansin other countries may not find the environment asconducive to crowdsourced legislation right now,but on the other hand they just got themselves amodel to study.” Clockwise: U.S.’s Petition White House, Latvias Mana Balss,Though the code for Open Ministry is freely Iceland’s Constitutional Council, France’s WeSign.itavailable open source community GitHub, peoplebelieve the initiative may fall victim to pranksters In France, WeSign.it allows people to createif replicated elsewhere. Fruzsina Eördögh, writer petitions online. In Iceland, a Constitutionalat The Slate, noted: Council allows citizens to offer direct feedback, re-write and vote on new proposed legislature.“While Open Ministry may be spam- and hacker- In Latvia, Mana Balss (My Voice) enables citizensproof, there are no signs that it is prankster-proof. to propose topics for politicians to debate.Maybe the residents of Finland dont seem the type In Russia, WikiVote! enables citizens to writeto vote on bogus legislation, but the same cant the laws and vote on the different versions.be said for citizens of the United States. In July of In Brazil, e-democracia enables citizens tothis year, two writers from the satire Internet site highlight issues, draft solutions and debateSomething Awful got more than 62,000 people with other citizens. In the US,to like a Facebook page in order to “exile” rapper Petition.WhiteHouse.gov enables citizensPitbull to Alaska.” to highlight issues to the government. On a corporate front, IBM Many Bills is a “visual toolOther open governance initiatives explorer” that aims to simplify legislation for the public.People now call for an open democracy andthinkers believe in a ‘writeable’ society.In a TED Talk in June 2012, former U.S. DeputyChief Technology Officer Beth Noveck argues:“…we live not in a passive society–a read-onlysociety–but in a writeable society where we have thepower to change our communities, to change ourinstitutions.”Joonas Pekkanen, founder of Open Ministry,observed the shift in people’s expectations:“Citizens have begun to call for a more open,transparent and participatory western democracyin place of the old rigid system.” 33
  • 34. View this report directly on SlideshareVolume 1, Issue 4, OpenOctober-December 2012 Crowdsourcing Ministry
  • 35. Unemployee of the YearFighting youth unemploymentUnemployee of the Year is a global initiativefrom the United Colors of Benetton UNHATEFoundation to create awareness around youthemployment and to fund 100 youth projects thatdrive social good. Source: unhate.benetton.com/unemployee-of-the-year Crowdsourcing & funding projects Of these, 1,035 people uploaded projects that would help their local communities in some way.Source: unhate.benetton.com/ 18 year old Viktorija Bozhinoska from Macedonia shared her vision to tackle migration of educatedAccording to Benetton: youth in her home city Prilep. 25 year old Lili Chong from Belgium shared her plan to“[The initiative] aims to spread a positive message create a community mentorship program forof hope and celebrate young people’s ingenuity, under privileged children. 29 year old Ludwigcreativity, and their ability to create new smart ways Esposithoven from Italy shared his vision toof addressing the problem of unemployment.” create a short movie that would highlight theTo spread word about the youth unemployment, exasperation affecting interns who compete forBenetton encouraged unemployed people rare jobs.between the ages of 18 to 30 to create and shareUNWORK CVs documenting their UNWORKexperience and their own personalized magazinecovers. 42,266 young people participated. 35
  • 36. Keeps youth motivated People have commended Benetton’s efforts to motivate youth to spend their free time working on creative and social good projects. As Govind, National Creative Director at MSLGROUP Creative+ and member of the MSLGROUP Insights Network, commented: “Nice way to channelise otherwise wasted resources - so many minds with so many ideas, but no jobs.”Source: unhate.benetton.com/unemployee-of-the-year Journalist Chidanand Rajghatta also commended Benetton for channeling their free time to socialCrowds voted on their favorite projects from good projects:September to October 2012, and the 100 mostpopular projects were each awarded € 5000 by “A job doesnt define who you are, but what youthe UNHATE Foundation. fight and strive for does. So if you dont have a job, dont let it stop you from doing something positiveBenetton (finally) gets into social for your community.”workIn the past, Benetton has gotten flak forexploiting social issues in its advertisingcampaigns and not creating or contributing tosolutions. Unemployee of the Year is Benetton’sfirst initiative that proposes and invests in asolution.As Stuart Elliott, advertising columnist atThe New York Times, wrote:“For almost as long, critics have dismissed the ads Source: http://youtu.be/zKZ3w_Vg4o8as exploitative because they do not offer solutionsto the problems or assistance to the causes that Times of India reader Dinesh Prabhakarcould use financial help". pointed out the importance of reaching out to the“Now, however, Benetton is going to put some youth with this message:money where its mouth is — 500,000 euros, to be “The campaign highlights a point not ever thoughtexact, or about $650,000.” by others, [everyone] needs words of appreciationImportant issue to highlight and commendation, the very first thought that you are needed and are a part of the society whereBloggers and journalists agree with Benetton’s majority of people are employed, can make onechoice of social cause and believe that youth get up and start doing something beneficial for theunemployment is a severe problem affecting that society!”world. Benetton estimates that there are over 100million unemployed youths (15 to 29) worldwide. Good insight, but UNshockingAs mawaltrees commented at guardian.co.uk: execution While bloggers agree with the cause, they have“The issue of youth unemployment is a massive criticized the print ads for being “too boring”economic timebomb, its not a minor issue. A and not as controversial as previous Benettonstrong economic climate enables us to improve campaigns.society and its infrastructure for the benefit ofall. A weak economic climate means minoritieswill continue to find themselves bottom of thepriority list and scapegoated. The issue of youthunemployment could not be more important.” Volume 1, Issue 4, Unemployee of October-December 2012 Crowdsourcing the Year
  • 37. As journalist Arwa Mahdawi wrote: “The money to be awarded the winners [€500,000] is a small sum compared with the estimated“The way in which Benetton has chosen to budget for the Unemployee of the Year campaign,champion Neets in its latest campaign is shocking. which is 20 million euros, or about $26.2 million.Not because of the choice of subject matter, But it is a major commitment compared withbut because the subject is presented in such what Benetton has spent until now on the issuesan un-shocking manner. The ads are so utterly addressed by its ads.”unprovocative that some commentators arealready calling it Benettons most boring campaign “Every little bit helps”ever. Benetton is a company, after all, that isfamous for its controversial advertising.” Many people, however, are grateful for Benetton’s efforts, acknowledging that the economic situation is dire and “every little bit counts.” As DJ commented at nytimes.com: “Actually, it equals about $6,500; and every little bit helps when you have no job at all. “Pepsi does it; Levis does it. Who are we to judge if this company passes on the wealth in any manner they choose? Anytime a company gives back, we should be grateful; especially since Capitalism has done such a great job at promoting profit, not promoting social welfare.”Source: marketplace.org Feature-writer Zoe Beaty too noted:Indeed, some bloggers expected a campaign “It’s certainly not going to change the world. But itsas controversial as the previous UNHATE “Kiss” humour and support is refreshing. And, let’s face it:campaign, in which political leaders were shown things are pretty dire. Every little helps.”kissing each other. Marketers predict the messaging and €5,000As Adverblog blogger Martina wrote: grants will help Benetton build a lasting relationship with the target market. As Tim Nudd“I personally find the insight to be perfect, but I wrote:like the execution less. It’s a bit too elegant andpolished, less edgy than you would expect from a “They may be less provocative than last years, butbrand (and about a topic) that wants to generate a perhaps theyll make a more lasting difference inlot of word of mouth not just for a few days thanks the lives of the target market.”to a massive campaign launch PR effort. Yes,metaphorically speaking, I kind of miss “the kiss” Doing good is good for businessscene somewhere.” Studies show that consumers prefer to buy from companies that give back to society. MarketersIs Benetton’s effort enough? believe that “doing good” is good business andSeveral journalists have also questioned whether brands are implementing programs that giveBenetton’s efforts are “enough.” back to society.Journalist Arwa Mahdawi slammed Benetton fornot doing more:“When companies are able to provide tangibleresources to solve social problems, CSR schemescan be a very good thing. Benettons Unemployeeof the Year, however, smacks of the flimsiest sort ofbrand-aid: a temporary salve that solves nothing.”Stuart Elliott, advertising columnist at The NewYork Times, shared a more balanced view: 37
  • 38. As Arwa Mahdawi wrote: “Adam Smith, in the Theory of Moral Sentiments, recognised that successful business and a healthy“Earlier this year, a study by Nielsen found that society are interdependent. When talking about66% of consumers around the world prefer to youth unemployment, we must remember thatbuy from companies that have implemented these young people are our future workforce, futureprogrammes to give back to society. Further, 46% consumers and, most importantly, the generationclaim to be willing to pay more for products from which will determine the destiny of differentthese companies. Being seen to do good is now businesses.seen as good business and every brand and its dognow has some sort of corporate social responsibility “Never has the need been greater for business(CSR) campaign. Increasingly, companies leaders to weigh in and contribute solutions. Ifare acting in spaces NGOs and governments we do not, if we fail for example to help addresstraditionally filled.” youth unemployment, our long-term business performance and, ultimately, our economy willCreating jobs is good for suffer.”business tooBusinesses are beginning to see unemploymentas an issue not just for society but for their futurebusiness performance and profitability.As Dominic Barton, global managing director ofMcKinsey & Company, said in a recent interview: Source: latimes.com and wired.co.uk Several companies have launched major efforts to boost job creation, including Starbucks, Citibank and Microsoft. View this report directly on Slideshare Volume 1, Issue 4, Unemployee of October-December 2012 Crowdsourcing the Year
  • 39. Restore the RA collaborative restoration effort Torin Daniels, copywriter at the agency behind the campaign, described the process:In July 2012, Seattle’s Museum of History andIndustry (MOHAI) and Pabst Beer invited people “Step one: get the public involved. We created ato participate in the restoration of the iconic teaser video that served as a social media rallyRainier Beer sign, by completing a series of cry. When people heard that the Rainier R neededonline challenges at RestoretheR.com. new bulbs, they wanted to help – So we created a website where anyone in the country could light up a bulb by completing a Rainier challenge. Film yourself completing a challenge, upload it to the site, share it with your friends.” Journalist Allecia Vermillion wrote: “The beer conglomeration will pay for a full restoration of the sign, but illuminating each of the 258 lights [of the virtual sign] requires participation from the public.”Source: restorether.com Taps into local passion for Rainier The campaign taps into passion for the historicFast Co.Create’s Reggie Ugwu wrote: Rainier brand (established in Seattle in 1878),“Dubbed "Restore the R," the campaign relies on and appeals to people who were accustomed tocommunity engagement to help spread the word seeing the iconic sign as a part of the city skyline.about the fallen icon and a recent effort to give it Ad watchers at Little Black Book wrote:the renovations it deserves.” “The “R” in question is the sorely-missed 12-foot-How it works high, red, illuminated symbol of legendary Rainier beer, which welcomed Seattle residents and visitorsThe website featured a virtual R sign with 258 from atop the brewery tower.”light bulbs. To light up the bulbs, fans completedchallenges and posted photos/videos as proof. The sign was visible from the I-5 highway, andAs a reward, participants were invited to the was a familiar sight for travelers. As Seattle localopening ceremony of the new MOHAI location Cheryl commented:in December where the restored sign would bedisplayed. 39
  • 40. “I loved that old Rainier brewery sign - it meant Iwas almost home.”Source: queenanne.komonews.comThe local passion for the Rainier sign is bestsummarized by Seattle-based writer KendallJones:“Before the birth of craft beer as we know it today,there was Rainier Beer. Around Seattle, it was thebeer. In its heyday, Rainier Beer was ubiquitous Restore the R was also covered on the Historicaround Seattle, even more than Manny’s Pale Ale Seattle Preservation blog, which called it “one ofis today. If you drank anything else, it was probably the coolest restoration and preservation campaignsonly for effect. You were probably a contrarian by we’ve seen.”nature. Keeping dutiful watch over its dominionfrom atop the brewery, the glowing Rainier R Here’s our favorite submission to the website:graced the city’s skyline for decades. A smallerversion of the same R adorned the window of justabout every tavern in Seattle.”The COOL factorThe quirky nature of the challenges helped thecampaign gain traction. Challenges were creativeand fun, appealed to the Rainier fan communityand inspired participation and coverage.Ad watchers at Little Black Book noted:“Rainier is known throughout the Northwest forits quirky, innovative marketing and faithful fans. Source: restorether.comThe brand’s playful essence and consumer affinityfostered an inspiring collaboration with a uniquely Crowdsourcing share-worthyengaging strategy as the end result.” contentBloggers at Belles of the Sound wrote: Thinkers applaud the design of the campaign,“Several of the challenges include “finding a which is designed to generate a stream of share-cloud in the shape of an R” and “teach a bird to worthy content and appeal to bloggers and thesay Rainier”… If you decide to complete one of the media.challenges, let us know!! We’d love to profile you on Journalist Allecia Vermillion described thethe blog.” campaign as a “broadcast media bonanza.”Challenges, such as “Make Rainier your guest The editorial team of Little Black Book wrote:of honor at the World’s Best Picnic,” were socialin nature and participants roped in friends and “As the campaign gets underway, with challengesfamily to accomplish them. completed and participant proof uploaded, the expectation is that certain submissions will find themselves shared across the web sphere by Seattle residents and Rainier beer fans nationwide. And of course, the media won’t be able to resist getting involved either. What news crew could resist the sight of someone standing on the street playing the vuvuzela for a cause?” Volume 1, Issue 4, October-December 2012 Crowdsourcing Restore the R
  • 41. On-ground share-worthy content As Aubrey Cohen noted:On-ground, Rainier created awareness, “Pabst also plans to send Grazing Rainiers outexcitement and an opportunity for people to to roam Seattle and Portland parks, events andshare photos on their social networks by having neighborhoods. These are ‘mythical creatures bestmascots ‘Grazing Rainiers’ walk around local described as giant beer bottles with legs.’”parks and neighborhoods. Was the campaign successful? While only 94 of 258 challenges were completed online, the campaign was successful in generating buzz around Rainier, favorability for Pabst and awareness about the new MOHAI location. As Nidhi Makhija, member of the MSLGROUP Insights Network commented: “Considering the relatively small population of die- hard Rainier fans (compared to say, Budweiser), 258 challenges may have been too optimistic a goal. I’d say the campaign was a success – it generated quite some excitement at the local level – both for Rainier beer and for the Museum of History and Industry.”Source: queenanne.komonews.com View this report directly on Slideshare 41
  • 42. Storytelling
  • 43. Coke Zero - Unlock the 007 in YouAs part of its promotions for the newest JamesBond movie Skyfall, Coke Zero challengedunsuspecting passengers at a train station inBelgium to unlock the 007 in them and completea mission in 70 seconds. Source: youtube.com/watch?v=RDiZOnzajNU This headline from Jim Edwards, senior editor at BusinessInsider.com, sums up the response quite well:Source: youtube.com/watch?v=RDiZOnzajNU “This Coke Ad, In Which Ordinary Folks Are Suddenly Forced Into A 007 Foot Chase, Is UtterlyThe mission began at a Coke vending machine Charming.”and directed participants to race to Platform6 to win free tickets to the launch of Skyfall.Participants evaded obstacles such as an old Taps into men’s desire to belady with dogs, a spilled cart of oranges and an James Bondattractive ex-girlfriend. Upon reaching the second Bloggers and marketers pointed out thevending machine at Platform 6, participants had campaign was received well because it centers onto sing the James Bond anthem to successfully a strong insight – that every man desires to be acomplete the mission. secret agent – and brings the desire to life.Extremely positive response As marketer Christien Smeja tweeted:70 people attempted the mission and a video “Great campaign from #coke & #jamesbond,showing the successful attempts was published a tapping into every mans secret desire to become aweek before the UK launch of Skyfall. The video secret agent!”immediately went viral with 5.3 million viewsand 44,692 likes in just 7 days and widespreadpositive coverage on blogs and social media. 43
  • 44. Experience matters more than Indeed, 71 people agreed with the sentiment shared by YouTube user MrJesussaves777:free tickets “I sit here broken hearted because I know nothingIndeed, bloggers and viewers noted that they as cool as this will ever happen to me.”would love to participate not for the chance to winfree tickets (only € 8-10 each), but to experience Many more left messages on Facebook askingthe thrill of being a secret agent, if only for 70 Coke Zero to bring the campaign to their homeseconds. country. But several people also noted that it would be impractical for Coke Zero to repeat theAs Marieke Brinks commented on Facebook: campaign at a widespread level for fear of people“I want to do this!!! This is great and really fun even getting hurt while completing the mission andwithout the tickets.” then suing Coca Cola.Right amount of humor and Authentic? Staged? Does itaction matter?Bloggers also attributed the success of the Legal liabilities were among the top reasonsvideo to tone and story told – the video contains some people, like YouTube user tropicalscot,the right amount of humor to engage online believed the campaign was staged:audiences and the right amount of action to “Definitely staged… the health and safetydelight James Bond fans. implications of random members of the public running through barking dogs and rolling oranges would have been too much. Also they’re all too good looking and clean cut to be real!”Source: youtube.com/watch?v=RDiZOnzajNUAs a blogger in the UK pointed out:“In anticipation of the new James Bond movie,Skyfall, Coke Zero have conceived this awesome Source: youtube.com/watch?v=RDiZOnzajNUpublic stunt that ties in beautifully with the film,while adding enough humour and action to create Some, like Alex, believed it was real and criticizeda compelling video that is sure to rocket up the Coke Zero’s editing choices:viral charts. Unlock the 007 in you puts Coca Colacustomers through their paces and rewards them “It would be great to see some of the outtakes orfor a 70 second dash through a Belgium train wrong bits in a follow up. Also, isnt it the pointstation dodging deliberately clichéd obstacles such that the non-photogenic get to become bond for aas dogs, fruit stalls and workmen carrying panes of moment?”glass.” Others, like YouTube user metalfender88 enjoyed the video so much, that they felt the“I wish I was there!” controversy didn’t matter:While the campaign was created a great “Real or fake I don’t care, I found it very funny! It’sexperience for people at the event and attracted one of the best advertising I have ever saw (sic)”millions of viewers online, it leaves too manypeople wishing the event would come to their city As people diverted their attention away from theand happen to them. video to debate the authenticity of the event and criticize Coke Zero’s editorial choices, blogger Volume 1, Issue 4, Coke Zero - Unlock October-December 2012 Storytelling the 007 in You
  • 45. Anna Richardson Taylor noted the need for Bringing the story to life onlinebrands to choose authenticity over perfection: Medina, a reader at SocialTimes.com, pointed “In the days where authenticity in brand out the opportunity for Coke Zero to recreate thecommunication is everything - as consumers Unlock the 007 in You experience online:quickly point out the fakes on social media - adagencies might have to start throwing in a few “This is a genius engagement idea! Im thinking,imperfections to convince the viewing public.” how can we take this type of fun and bring it into on-line social?”Not for women? Indeed, Coke Zero empowers people to achieveWhile a few people criticized the lack of women their dream of becoming James Bond online asparticipants, others, like YouTube user 11Buzzy11 well, through a series of daily challenges. In thequickly pointed out that it would be impractical to run up to the UK launch of Skyfall in Octoberexpect women to participate: 2012, Coke Zero posted daily assignments for “Coke Zero Agents” at the Coke Zone and on“…MAYBE, no women were gullible enough to go Twitter using #CokeZero007. Agents used theirripping through a train station on a whim with the secret agent talents to decipher clues and winpotential prize of some movie tickets. Plus, doing prizes.that in high heels would be incredibly challenging.”Some, like blogger Maisie Benson, noted thatCoke Zero was targeting men with its campaign,and not women:“Coke Zero tends to target a male audience andso this campaign urging commuters to unlock the007 within them fits right into their brand strategy.”Coke’s commitment tostorytellingBlogger Joseph Pedro highlighted thechallenge brands face as the online space Source: cokezone.co.uk/007grows increasingly cluttered, and applaudedCoke Zero’s success on breaking through theclutter: Staying true to brand values By creating a real mission for everyday people“OK, we’ve all watched in amusement for the past and enabling them to play the role of Jamescouple of years as companies worked hard to figure Bond, Coke Zero stays true to both, the spirit ofout how to reach consumers through everything James Bond and also to its brand position: Makefrom flash mobs to webisodes. We admit we it Possible.became quite jaded toward the whole thing after awhile. So, when we saw that Coke Zero and the newJames Bond flick Skyfall were in viral-video bedtogether we loaded it up with hesitation. Thankfully,it is kind of awesome.”Govind, National Creative Director at MSLGROUPCreative+ and member of the MSLGROUPInsights Network attributted Coke Zero’s successto its long term commitment to storytelling:“Coke keeps coming with these interestingengagement ideas all the time. This is a matter ofbeing committed to this strategy of storytelling.Cant happen just by chance.” Source: youtube.com/watch?v=RDiZOnzajNU 45
  • 46. As Nidhi Makhija, member of the MSLGROUP "Skyfall is without a doubt one of this year’s mostInsights Network, commented: anticipated film releases, and we are very excited to be a part of it and to continue our relationship with“With "Unlock the 007 in You" Coke Zero gives the world’s favourite movie franchise.everyday people (and James Bond fans) exactlywhat they wanted - the chance to face obstacles "James Bond is a global cultural icon whoand become James Bond for 70 seconds. consistently takes action to create what’s possible, making this the perfect partnership for Coca-Cola“The campaign connects very well to Coke Zeros Zero."brand positioning "make it possible.”Zoe Howorth, marketing director for Coca-ColaGreat Britain, too pointed out the connectionbetween James Bond and the Coke Zero brandtagline: View this report directly on Slideshare Volume 1, Issue 4, Coke Zero - Unlock October-December 2012 Storytelling the 007 in You
  • 47. The Beauty InsideA social film from Toshiba and How it worksIntel More than 4,000 people across the globalThe Beauty Inside is a six episode web series auditioned for the lead role of Alex. 26 peoplein which the audience plays the lead role of were cast in the web series, and an additional 50Alex - a shape shifter who wakes up in a new were featured on The Beauty Inside Facebookbody everyday and documents his identities in a page via photos and videos.Toshiba Ultrabook.Source: facebook.com/thebeautyinsidefilm Source: facebook.com/thebeautyinsidefilmPeople were cast alongside Hollywood starsand TV actors Topher Grace (That 70’s Show), Power of Hollywood + SocialMary Elizabeth Winstead (Final Destination 3) mediaand Matthew Gray Gubler (Criminal Minds), anddirected by Sundance acclaimed director Drake The star power attracted people to the audition,Doremus. and viewers to the final film. People then used social media to spread the word and to discussAs the film’s tagline puts it: the film in depth.“It’s Hollywood’s first social film that lets everyonein the audience play the lead role.” 47
  • 48. As Ella Riley-Adams wrote: Why storytelling works for Intel &“This project seems like a solid combination of Toshibavital entertainment factors. “The Beauty Inside”features one familiar young celeb, one up-and- Storytelling helps Toshiba and Intel engagecomer… Viewers can easily get involved and have people, and generate interest and buzz aroundinput in the plotline when they audition, and they’ll their products, a feat, marketers say, that isthen spread the news to their friends and followers. usually a challenge for non-Apple tech brands.This may be an elaborate creation for some simple Todd Wasserman, business editor at Mashable,product placement, but a branded movie with wrote:both star power and shareability seems likely tosucceed.” “Since relatively few people are interested in discussing new hardware (unless it’s from Apple),Adweek blogger Tim Nudd pointed out that the campaign broadens the discussion with a bit ofsocial media was key to engaging so many: branded entertainment.”“A man wakes up as a different person every Adweek reader Wayne Wood too applauded themorning—and one day, against his better storytelling approach:judgment, he falls in love. Its an intriguingpremise—not quite right for Hollywood, perhaps, “This is one of the most brilliant approaches towhere movies need one or two unchanging stars, marketing of a technical brand, without hitting thebut perfect for social media, where involving as buyer over the head with geek speak. and its aboutmany people as possible is the whole point.” getting inside the head. the human touch.” Seamless and effective product placement By writing the Toshiba Ultrabook into the script, the filmmakers ensure the product and its features are evident, and that it doesn’t call attention away from the core story. A beautiful example of product placement. As blogger Ben said: “Presented by Intel and Toshiba, the branding is evidently there, but subtle enough not to intrude on the experience or hinder the concept…” Blogger Denise Fernandes noted the role of the laptop: “The biggest challenge was how to identify Alex in each scene, but the agency found a subtle, product- friendly solution—hes always the one with the Toshiba laptop.”People submitted their photos to add to Alexs story.source: facebook.com/thebeautyinsidefilmThe combined power of Hollywood and socialmedia helped the series attract over 5 millionviews, and a following of 14,531 subscribers onYouTube and 95,500 fans on Facebook. Source: youtube.com Volume 1, Issue 4, The Beauty October-December 2012 Storytelling Inside
  • 49. Ashraf Engineer, member of the MSLGROUP “When I shared the story with a fellow advertiser, heInsights Network commented on the was unimpressed and asked ‘Whats the connectioneffectiveness of the product placement: to Intel?’“To me, this was a great way to get your target “Without even realizing I was echoing ‘Intel Inside,’users involved in the message you want to send I replied, ‘Its not about what you look like on theout and to display the versatility and utility of your outside, its who are you within.”product.” Power of the story, and the leadBen also pointed out the role of the product inthe larger scheme of things: character“What the brands have done is clever. Theyve At the end of the day, it was the interaction thatlet the experience speak for itself and respected attracted people, but the power of the story andthe fact that people are at the end of the product. the character Alex that kept people engaged forEntertain those people, play to their emotions, and six weeks and hungry for more.keep them gripped in a great story and half the This comment from YouTube userbattle is already won.” AshleyNicoleTM is but one of hundreds:Discussing “Inside” “Ill be sad that I will not hear anything more from Alex. He was truly such a beautiful person. Im gladUltimately, the film is one big metaphor for the he found happiness. Ill miss my Thursdays lookingIntel tagline “Inside,” and succeeds in getting forward to hearing about more from him. Howeverpeople talking about the “beauty inside,” and Im glad he finally found his happy ending.”subconsciously connecting with the concept of“Inside.” As PJ Pereira, co-founder of the agency behind the film commented:People on YouTube, such as Kathryn Fornier,discussed the deeper significance and ‘moral ‘ of “What weve learned is that viewers will come forthe film: the innovation of a project like this, but they will stay for the story. The story matters a lot." “I believe that the reason why he stops changingand becomes the true Alex is because he has A new kind of experiencefound someone to love him despite his physicalappearance... She didnt care if he was old, fat, ugly, By allowing people to co-create the story and toa woman, or a man. Leah loved Alex. She loved be part of the story, The Beauty Inside delivers"the beauty inside" of him. Thats it for me.” a different kind of experience altogether. As blogger Denise Fernandez pointed out:On Tumblr, people shared quotes from the movieand blogged about their take on inner and outer “One of the most fascinating aspects of the seriesbeauty. is the fact that it’s Hollywood’s second ever “social film”, and the first one of its kind that offers everyone who has access to a webcam the chance to play the lead role, since Alex has no definite appearance. “…the entire social film experience gives viewers aSource: http://itmightbeserendipity.tumblr.com/ sense of intimacy and belonging, something cinemas and television have never accomplished yet.”Even Steve Hall of Adrants was enthralled by theemotions brought up by the film: Building a case for Immersive“True love is blind. Thats the lesson here. But Storytellinghow many people actually experience true love? The Beauty Inside is the second social film fromHow many people could fall in love and live with a Intel and Toshiba, after launching the socialperson that looks different each day?” thriller The Inside Experience in July 2011. TheNidhi Makhija, member of the MSLGROUP overwhelming positive reactions to both implyInsights Network commented on the connect to that people are ready for more integrated,Intel Inside: immersive storytelling experiences. 49
  • 50. Storyteller John Ford noted: Research findings from consultancy Latitude too support the increasing popularity of immersive,“Inside attracted a huge following, fans not only and interactive, storytelling.enjoyed the experience they begged for more, so thearrival of a second experience was always likely… Other social approaches to[The Beauty Inside] concept lives and dies by thequality of the storytelling and the immersion of the storytellingusers.” Other social films include Toshiba & Intel’sStoryteller Howard Blumenthal believes thriller The Inside Experience in which audiencesimmersive storytelling is the way of the future – help a woman escape a closed room, AT&T’sand especially in the digital age: Away We Happened in which fans decide the course of the story, and Discovery and Ridley“Today, the power of computing can provide Scott’s Life in a Day which crowdsourced scenesspectacular realism and the promise of deeply from around the world.interactive experience–in which the individualparticipant and the story framework become one.” Clockwise: Discovery and Ridley Scott’s Life in a Day, AT&T’sSource: Latitude: Future of Storytelling Away We Happened and Intel & Toshiba’s The Inside Experience View this report directly on Slideshare Volume 1, Issue 4, The Beauty October-December 2012 Storytelling Inside
  • 51. It Gets BetterPurpose-inspired movement Facebook and Pixar, too have shared videos with stories and messages from their employees. TheIn response to a rise of gay youth bullying and videos have collectively been viewed more thansuicides in the U.S., Dan Savage and Terry Miller 50 million times. The project has spread beyondcreated the It Gets Better Project, soliciting the U.S. with chapters in countries includingpersonal stories from LGBT adults and allies to Australia, U.K., Chile, South Africa and Malaysia.let LGBT teens know that life gets better. Elizabeth Weise wrote: “They sit down in front of the camera, and they start to talk. In English, in Spanish, in American Sign Language. Proudly wearing their U.S. Marine uniforms or wedding rings or holding squiggly, giggling children.” A reader shared her surprise at the volume of support the cause gathered: “Until you see a trend like this, you have no idea of even a fraction of the overwhelming amount ofSource: itgetsbetter.org support that is out there - you know in theory, but you cant really gauge it.”Overwhelming volume anddiversity of stories Social media as a free platformSince its launch in September 2010, more than Social media and YouTube gave the co-founders50,000 stories and messages of support have the opportunity to reach out to supporters andbeen shared on YouTube from LGBT adults and LGBT teens across the globe with their messageallies including political figures Barack Obama in real-time and without the need of seekingand Hillary Clinton, actors Anne Hathaway and approvals or spending money.Neil Patrick Harris, TV personalities Tim Gunn In an interview with ABC News, Dan Savage co-and cast members of Modern Family, comedians founder of the It Gets Better Project, said:Sarah Silverman and Stephen Colbert, musiciansAdam Levine of Maroon 5 and Ke$ha and “It occurred to me that we can talk to these kidsprofessional football team San Francisco 49ers. now. We dont have to wait for an invitation orSeveral companies including The Gap, Google, permission to reach out to them using social media and YouTube.” 51
  • 52. Drawing a parallel between the civil rights movement and It Gets Better, journalist Kate Tuttle pointed out: “Whether or not the adults can agree on much- needed policies to help them, one thing we can learn from both Eckfords story and the messages from the It Gets Better Project is that change comes with struggle, and telling the story is a vital part of the process.”Source: http://www.youtube.com/watch?v=7IcVyvg2Qlo Role of transmedia“Co-founders Dan Savage and Terry Miller share Each transmedia adaptation adds to thetheir story in the first It Gets Better video” movement. The two one-hour specials on MTV help reach more people via multiple devices,Connecting people with stories the book of essays has been donated to school libraries, and the musical tour involves audiencesIn addition to the platform, the movement also at the local level.relied on personal stories to connect peoplearound the cause and to spark participationand action both from adults and from the teensthemselves.In their book It Gets Better, Dan Savage and Terrymiller wrote:“Thousands of LGBT adults who thought they werejust going to contribute a video found themselvestalking with LGBT youth, offering them not just Clockwise: It Gets Better MTV Special Trailer, It Gets Better – The Book andhope but advice, insight, and something too many it gets better tourLGBT youth lack: the ear of a supportive adult whounderstands what theyre going through.” TV Academy chairman and CEO Bruce Rosenblum said:Blogger Christine Friar pointed out: "The It Gets Better Project is a great example of“Obviously, its important for there to be a national strategically, creatively and powerfully utilizing thediscourse about bullying on TV and in the paper, media to educate and inspire…but for the kids who have to wake up every morningand deal with victimization on a personal level, "This is television moving well beyond thethe fact that The Huffington Post covered the issue traditional physical set in the viewers living room tomight not do a lot to make them feel less alone. the intimacy of the monitor, laptop, tablet or mobile device and delivering the ideal mix of inspiration“Thats where It Gets Better comes in. Its the and creativity to affect awareness and, ultimately,internet at its best: connecting people to one change."another through their personal stories and lettingthem know that theyre not alone.” Jimmy Nguyen, creative producer of the it gets better music tour and LGBT advocate, wrote:Personal stories drive change “[The show] adds a vital dose of community byChange can be a slow process and a struggle for interacting – both on and off stage – with straightthe change-drivers. Thinkers make the case that and LGBT students, teachers, residents and singerspersonal stories are vital to bringing attention to a from the town… With these novel twists, the itcause and engaging people around it. gets better tour does not just speak to a passive audience. It depends on the community to get actively involved. And it asks the all-important question – once the show leaves, what will local residents do to help their LGBT youth?” Volume 1, Issue 4, It Gets October-December 2012 Storytelling Better
  • 53. Transmedia Activism In a paper on “Fraternity and Social Change in the Digital Age,” politics student Maxwell MensingerSome thinkers list It Gets Better as an example of noted:transmedia activism for its use of content, storiesand multiple platforms to inspire, connect and “By wresting control of its narrative, an entityeducate people, and create dialogue around the (again, a group or individual) may begin to reshapecause. the dominant interpretation of its story in a way that changes public and private perceptions of thatAs Brannon Cullum wrote: entity’s identity.”“While there are numerous examplesdemonstrating the thoughtful use of digital Other grassroots movementsmedia for advocacy, there are a select number Movements use either story or community, or aof cases where organizations and activists are combination of the two, to connect with peopleusing multiple digital platforms and distribution and gain supporters. For instance, Undroppablechannels to connect, educate and inspire uses stories to encourage students to stay insupporters. These instances can be referred to as school. All Out uses community to drive LGBT‘transmedia activism.’” activism online and on-ground. Alpenliebe Kindness Movement uses both stories andCommunity-driven movement community to inspire people to share kindness and happiness.In addition to stories, the movement was alsofuelled by community support and gives meritto the theory that some successes can only beaccomplished by a ‘loosely affiliated group’. Clockwise: Undroppable, All Out and Alpenliebe Kindness MovementSource: itgetsbetterproject.tumblr.comAs Clay Shirky, thought leader in internettechnology, wrote in his book Here ComesEverybody: The Power of Organizing withoutOrganizations:“the loosely affiliated group can accomplishsomething more effectively than the institutioncan.”In the case of It Gets Better, the community wasresponsible for spreading the word, initiatingdiscussion at the grassroots level and changingteens’ perception of life. 53
  • 54. View this report directly on SlideshareVolume 1, Issue 4, It GetsOctober-December 2012 Storytelling Better
  • 55. Intel iQWhat is Intel iQ?Intel uses iQ, its dedicated branded socialcuration platform, to curate content frominfluencers and employees on how peopleare using technology in inspiring ways, and toshowcase technology’s impact on media, life andthe planet. Source: iq.intel.comSource: iq.intel.com We live in a content economyHow does it work? Brands have invested heavily in communities, and need to create shareable content on a regularThe iQ algorithm sources content from vetted basis to stay top of mind.online sources based on social popularity.Then, it crowdsources the most popular content Luke Kintigh, Managing Editor of iQ, noted:amongst Intel employees based on what they are “As brands build up these large communities onsharing publicly, and publishes links and excerpts social networks, it’s forcing them to think morefrom them, along with original commissioned like a publisher. All of a sudden they have thiscontent from sources like Intel Free Press and community that needs to be fed this valuableIntel’s Creators Project. content.”Around 160 employees currently participate inthe iQ program. 55
  • 56. iQ is Intel’s answer to the challenge of creating Sharing the brand messagea consistent stream of compelling content, andwas inspired in part from thought leader Some thinkers believe the true value of theTom Foremski’s notion that “Every Company is a iQ platform will come from having an army ofMedia Company.” consumers who share brand-aligned content and helped increase the favorability of the Intel brandForemski believes that we are witnessing a major and its products.business transformation and that companies“must learn how to publish, listen, and converse in As blogger and social media professional Michaela very fragmented media world”: Kieran wrote:“Every company is a media company because every “At a time when we’re all drowning in content,company publishes to its customers, its staff, its there’s real value in having customers organicallyneighbors, its communities. It doesn’t matter if a share content that’s aligned with your company’scompany makes diapers or steel girders, it must marketing messages.also be a media company and know how to use all “I applaud the experimentation that Intel’s doingthe media technologies at its disposal. here, and will be interested to see how effectively“While this has always been true to some extent, this site can generate sharing that builds favorableit is even more important today, because our awareness, interest, and consideration of theirmedia technologies have become so much more products.”powerful.” Brands are becoming socialTargeting a young audience publishersMillennials and Gen Y no longer access content Bloggers point out that social publishing ison print, TV and radio. iQ was designed as a becoming fairly common, especially among techtouch-optimized web app to be present where brands.the youth (and increasingly, all demographics)are – on smart phones, laptops and tablets. Wall Street Journals’ Don Clark pointed out:Bryan Rhoads, iQ Editor-in-Chief, said: “Intel is far from alone in trying to break new ground in communications. Qualcomm, for“[The goal is to] connect with a younger audience example, has a site called Spark that is staffedand tell them the bigger story of who we are as a by professional journalists and also employs thebrand. Many of them dont know, so we need to latest Web and social networking techniques to talktell them the story of Intel that is beyond PCs and about new trends in technology. Cisco Systems’beyond processors." online news site, called The Network, lists a large stable of professional tech writers it leans on forSubtle Intel Inside theme submissions.”continues And blogger Josh Sternberg wrote:Intel is adept at communicating the power of “IBM has A Smarter Planet, which curates contenttechnology through storytelling, and Intel iQ is related to the brand’s attributes. AmEx has longanother instance where the company focuses on created content for small businesses. The questionwhat the product enables and not the product hovering over these moves is whether brands canitself. pull it off. After all, it’s not like there’s a dearth ofIn his review of Intel iQ, social media thought tech blogs and aggregators out there.”leader Shel Israel noted: Is social publishing apt for“All content includes technology but the focus isnot. This is an end-user publication and would brands?not appeal to deep technologists. I would assume Bloggers point out that product and mediaa great many of the topics being covered involve companies have begun to overlap, and questionproducts powered by Intel, but on the surface, that the impact that branded content platforms willappears to be besides the point.” have on the overall media industry. Volume 1, Issue 4, October-December 2012 Storytelling Intel iQ
  • 57. Bobbie Johnson, a tech blogger at GigaOm, Macro trend: Social Curationcautioned that the content space is becoming toocluttered, and competitive: In 2012, we have seen social curation take off on the web with Pinterest reaching 40 million“Social curation exists in a complex space for users and new curation platforms like Pearltrees,organization and discovery that overlaps with Storify, ShortForm, The Fancy and Cowbirdeverything from to-do lists to tagging, from gaining visibility.bookmarking to recommendations… and, ofcourse, big sharing platforms like Facebook, Twitterand Tumblr. To say it’s a competitive area is anunderstatement.“Creation is very difficult. Curation is hard.Consumption, on the other hand, is relatively easy.”Thought leader Shel Israel cautioned therewill be “unintended consequences” that mayaffect the media companies, the “middlemen,”unkindly:“I write a lot about how social media has blurredthe lines between companies and customers, Source: pinterest.comcitizen and professional journalists and iQ seemsto me to have just made the latter lines blurrier Intel too is building its own customized socialbetween product and media companies.” curation software based on its proprietary monitoring technology called “Social Cockpit”Intel’s Bryan Rhoads and some bloggers and hopes to involve 5000+ employees in thehowever, feel there is plenty of room for curation process.collaboration between brands and mediacompanies. View this report directly on Slideshare 57
  • 58. Walmart & Mattel’s Virtual Toy StoreWhat is the Virtual Toy Store? How does it work?In November 2012, Walmart and Mattel lined two To make a purchase, people scanned the toy’swalls of an underground walkway in downtown QR code with their smart phone and were re-Toronto with images of toys and invited passers- directed to Walmart’s website where they couldby to purchase them on-the-go using their smart enter payment details and avail of free homephones. shipping. This video explains the process:Photo: CNW Group/Mattel Canada, Inc. via newswire.ca Source: Virtual toy store debuts in downtown TorontoChantal Tode summarized: Located where the people are“The program will run for four weeks during thebusy holiday shopping season and will showcase Located along a retail concourse and commuterMattel toy brands such as Barbie, Hot Wheels, hub, the virtual store enabled Walmart to reach aFisher-Price and Thomas & Friends.” large audience of urban Canadians who might not otherwise shop at Walmart. Blogger Andrew Livingstone noted: Volume 1, Issue 4, Walmart & Mattel’s October-December 2012 Storytelling Virtual Toy Store
  • 59. “The best part about the Mattel and Walmart Canada virtual Pop-Up Toy Shop is not having to step foot into a toy store during the holiday season. Now that’s a gift I can enjoy.” Blogger Andrea Allen remarked: “A digital marketing campaign that allows me to purchase Christmas presents without having to enter a hot, overly-crowded mall while I’m on my usual commute? That’s an idea that certainly putsPhoto: Deborah Baic / The Globe and Mail me in the Christmas spirit.”“Located in the PATH, the city’s sprawlingdowntown underground shopping mall, the virtual “Perfect for Christmas”toy store will allow consumers to scan a QR Code Marketers too responded well to the program,with their mobile device and purchase toys from the noting that it eliminates retail costs, includingWal-Mart website without having to set foot in an rent, maintenance and staff salaries, is easyactual store.” to scale and helps reach crowds during the shopping season.Writer Carly Lewis pointed out: Marketing professional Chris Reed wrote:“Currently there are no Walmart retail locations inToronto’s business core, so the virtual toy store is “This not only eliminates retail space costs froman attempt to reach urban consumers who do their rent to maintenance it also eliminates staff and allshopping in the city.” associated costs. You need many less staff to work in a warehouse where customer service skills areOn the other hand, some people, like digital not needed than you do in a retail store.”signage and DOOH professional Dave Hayneshared a different point of view: “Simple and inevitably the future of retail. The costs and the ROI stack up like no other retail outlet ever“I have my doubts about the take-up rates because could. Stores like this are perfect for xmas timeof the dynamics of where it is located. There are when it’s all about the ROI on space and speed ofMASSES of people, but they are all moving to work movement in store to drive up seasonal sales.”or to the commuter trains. This is not a place withANY dwell time.” Dmitry Sokolov cautioned that virtual stores don’t guarantee sales, but do help break through theWalmart estimates 41,000 people passed by the clutter:virtual toy store every day of the campaign. "An equally important (if not primary) goal of thisA convenient way to shop installation is brand awareness (for classic and .ca Walmart properties). Given the single-digit uptakeMoms and bloggers responded favorably to the rate on any QR code-driven initiative, expectingconcept of a virtual toy store, highlighting that such initiative to deliver ROI solely through revenueit helps them skip lines, avoid lugging around via product sales would be ludicrous.shopping bags, and immediately recognize thehottest toys, all on the go. “Instead, the install successfully breaks [through] the clutter of traditional advertising murals thatMommy blogger Carrie Anne wrote: frequent Union Stn. by offering a novel approach to“Whether you are heading home from a late night the traditional billboard."meeting or stepping out for a quick bite of lunch,the Mattel and Walmart Canada Pop-Up Shop will Tailored to the new age consumerbe open for your shopping needs. No need to carry The virtual toy store caters to time-crunchedpackages home with free shipping from Walmart consumers, who own smart phones, areCanada. comfortable with online shopping and open to the idea of purchasing products through their mobile phones. 59
  • 60. In a press release, Melissa Chau, Brand Manager Measurement and analysis of data can helpat Mattel Canada, said: marketers optimize the choice of products and time of display to boost sales, and seamless"As Canadians become increasingly comfortable integration of social media with the mobilewith e-commerce, we see mobile-commerce taking shopping experience can help generate e-wordoff; in fact, the most recent statistics show that four of mouth.out of five consumers use smartphones to shop.” A new way to shop, and engageTechnology opens possibilities 2012 has seen a rise in similar virtual storesMarketers believe the interactivity and appeal across the globe, and marketers speculate thatof virtual stores can be enhanced through this hybrid of real life meets digital life will shapetechnology, by targeting ads better, making QR the way people shop and the way brands engagecodes more attractive and changing products with people.based on data. Source: designboom.comPhoto: Andrew Livingstone /Toronto Star via moneyville.ca In a blog post covering a similar virtual store byChris Reed noted: Tesco in the UK, David Cardinal remarked:“Everything is there for you as long as the adverts “Taking the experience one step further, customersare targeted in the right way.” can also scan the barcode from any product theyAri Fuld, a community manager at Visualead have at hand to place an order for one. Imagine(which makes visual QR codes), commented: being able to instantly reorder your food and office supplies the instant you ran out of them, instead of“The only issue that has to be dealt with is the having to remember to put it on a list, for a futuregeneric, unappealing, uncreative appearance of the trip to the store.”QR Code. Time to turn every QR Code into a visualQR Code and design codes that were made to Nidhi Makhija, a member of theinteract with humans not only machines.” MSLGROUP Insights Network, commented:The CodeZ QR team is optimistic about the “Once brands begin to see success in this hybridscope of virtual stores and interactivity, and commerce model, the next logical step is to furtherblogged: explore the world of converging realities to target and engage people who are on-the-go. After all,“Chances are these types of stores are going to people are shifting from laptops to on-the-gobecome less and less of a rarity in the coming devices such as smart phones and tablets, andyears, so it could get interesting to see what kinds of brand programs in 2013 will need to adapt to thiscreativity marketers come up with. With changing reality.”products, it will also be interesting to see whenscreens allowing companies to change out the Brands have experimented with and openedproducts on display will enter into the picture of virtual stores in South Korea (Tesco-HomePlus),things.” Canada (online retailer Well.ca and P&G), the U.S. (PeaPod.com, Walmart and P&G), the UK (Tesco, Argos), Germany (Adidas), Sweden (Jetshop) and Ireland (Argos). Volume 1, Issue 4, Walmart & Mattel’s October-December 2012 Storytelling Virtual Toy Store
  • 61. View this report directly on Slideshare 61
  • 62. CorporateCitizenship
  • 63. Small Business SaturdayWhat is Small BusinessSaturday?In 2010, American Express launchedSmall Business Saturday, a purpose-inspiredmovement to encourage Americans to shopsmall at local independently owned businesseson the Saturday between Black Friday andCyber Monday. In 2012, $5.5 billion was spent atindependent merchants during Small BusinessSaturday, a total of 3.2 million people have likedthe Small Business Saturday page on Facebook,and 213,000 tweets mentioned the movement inthe month of November.Built around a powerful sharedpurpose Source: View the full Small Business Impact infographic at american express.comBy highlighting the role of small businesses Scott Goodson, author of the movementin creating jobs and contributing to local marketing book Uprising, summarized howcommunities and the national economy in its movement marketing begins with a powerfuladvertisements (Video: Small Business Saturday idea:2011) and communications, American Expressestablished a strong shared purpose around “You start by identifying a powerful idea on the risewhich people united. in culture. You then join, fuel and add real tangible value to the idea through innovative marketing and social media. People who share the passion for the idea join the cause. And rally others to get involved too. And so, a movement is born, which smart brands can profit from.” 63
  • 64. Mobilizes small business ownersIn 2011, 500,000 small business ownersleveraged tools and materials provided byAmerican Express to promote themselves. Toolsincluded free advertising credits on Facebookand Twitter, free marketing materials (inassociation with supporters like FedEx),tips on getting customers and tips on setting upFacebook pages, YouTube ads and Foursquaredeals.As PRWeek reporter Lindsay Stein wrote:“Business owners are ticking up their grassrootscommunications for American Express “SmallBusiness Saturday” initiative.” Source: facebook.com/SmallBusinessSaturday American Express used Facebook as the central platform of the movement, leveraging the social network to connect with people who shared the same purpose.Source: facebook.com/SmallBusinessSaturday,Jason Keith wrote: Source: Small Business Saturday Facebook Case Study“Localization is the reason that this has been notonly powerful, but effective in getting the message The success of the movement shows that peopleout. Local businesses promote the event and have the desire to act around a purpose they areencourage people in their area to shop small, passionate about, in this case local businesseslocal media then picks up on the event and writes and communities.about it, covering it with live TV the day of and alsoencouraging people to get out and shop small.” Incentives for customers American Express also incentivized participationAlso mobilizes people for cardholders, rewarding them with a $25 creditAmerican Express provided supporters with a for spending $25 at a participating merchant, andmap to find participating stores and encouraged allowing them to redeem membership points forsupporters to do four things: pledge to shop Shop Small gift cards.small, rally friends, spread the word on socialmedia and share photos on Instagram with#SmallBusinessSaturday. Volume 1, Issue 4, Corporate Small Business October-December 2012 Citizenship Saturday
  • 65. “Brands can create a campaign around purpose and participation, but it becomes a movement only if people make it their own. For movement marketing to work, the brand needs to think of itself as a custodian of the movement, not its owner; it needs to nurture the movement over multiple years, but also create the space for it to become bigger than the brand itself. If a brand tries to control the movement, and keep it on message, the movement is likely to be stillborn, or die a slow death.” American Express still benefits American Express reported a 21% increase in card transactions on Small Business Saturday 2012. Thinkers point out the movement also helped American Express gain the goodwill ofSource: facebook.com/SmallBusinessSaturday small business owners.Support from public figures As John Tozzi, a reporter at Business Week, pointed out :The movement was promoted by 350+ advocacygroups, city and state governments, and 100+ “Besides encouraging shoppers to use theirpublic figures, including President Obama, who American Express cards, the campaign aims to wintweeted his support and participated by shopping over merchants, who pay higher fees for acceptingat a local bookstore on Small Business Saturday. AmEx than for Visa (V) or MasterCard (MA) swipes.” Small Business Saturday sponsor FedEx too reported an increase in awareness and revenue. Stories to spark participation American Express encourages participating small businesses to share their stories to sustainSource: twitter.com/whitehouse momentum of the movement year on year, to encourage more small businesses to participateThe movement was also supported by 155 and to provide a feel-good to shoppers whocorporations. supported the movement.Movement becomes bigger thanthe brandQuite a few people who participated in themovement did not realize it was an AmericanExpress initiative.As Leslie Bowers, one of the small businessowners who participated in the movement, said:“People are actively participating, but they don’tknow that American Express started it.”Marketers point out that this is true – and Source: facebook.com/SmallBusinessSaturdaynecessary – for most successful brandedmovements. In our Now & Next: Future ofEngagement report on Grassroots ChangeMovements, MSLGROUP’s Gaurav Mishra said: 65
  • 66. Sets precedent for more In their analysis of the Cannes Festival, Ad Age bloggers Rupal Parekh and Kunur Patel wrote:movement marketing “By choosing a campaign that wasnt just a one-offSmall Business Saturday was awarded two Grand and has had some sustained momentum, the juryPrix awards at Cannes, drawing attention to this seemed to be making a statement about work thattype of program and carving a role for grassroots has the power to go beyond its initial conceptionchange movements in the future of engagement. and become something bigger, something embedded into popular culture. They want to see lasting effects, and a campaign that has impact broadly, not just on a small subset of consumers.” View this report directly on Slideshare Volume 1, Issue 4, Corporate Small Business October-December 2012 Citizenship Saturday
  • 67. People’s Insights Annual ReportWe are delighted to share that we will be how brands might benefit from them; we thenpublishing the Peoples Insights Annual Report examine web platforms and brand programs thattitled "Now & Next: Ten Frontiers for the Future of point to the futureEngagement" in February 2013 as an interactive (that is already here); then finish by identifyingiPad app. The report will highlight the ten most some of the most important features of thatimportant frontiers that will define the future future, with our recommendations on how toof engagement for marketers, entrepreneurs benefit from them.and changemakers: Crowdfunding, BehaviorChange Games, Collaborative Social Innovation, For the next ten weeks, we will publish theseGrassroots Change Movements, Co-creation reports one by one, then present them together,Challenges, Social Curation, Transmedia in context, as an interactive iPad app. Do subscribeStorytelling, Collective Intelligence, Social to our email newsletter to receive each reportRecommendation and Social Live Experiences. and also an invite to download a free copy of the interactive iPad app.Throughout 2012, 100+ planners onMSLGROUP’s Insights Network have beentracking inspiring web platforms and brandprograms at the intersection of social data,citizenship, crowdsourcing and storytelling.Every week, we pick up one project and curatethe conversations around it — on the MSLGROUPInsights Network itself but also on the broadersocial web — into a weekly insights report.Every quarter, we compile these insights, alongwith original research and insights from theMSLGROUP global network, into the People’sInsights Quarterly Magazine. Now, we havesynthesized the insights from our year-longendeavor in future scanning as foresights into thefuture of engagement.We believe, like William Gibson that, “thefuture is already here; it’s just not very evenlydistributed.” So, innovative web platforms in theareas of social data, citizenship, crowdsourcingand storytelling point towards interestingpossibilities for brand programs that leveragesimilar models to engage people. In turn, theweb platforms and brand programs of today giveus clues to the future of engagement tomorrow.In our reports on the ten frontiers that will definethe future of engagement, we start by describingwhy they are important, how they work, and 67
  • 68. www.mslgroup.com | twitter.com/msl_groupMSLGROUP is Publicis Groupes strategic countries. Adding affiliates and partners intocommunications and engagement group, the equation, MSLGROUPs reach increasesadvisors in all aspects of communication to 4,000 employees in 83 countries. Todaystrategy: from consumer PR to financial the largest PR and Engagement network incommunications, from public affairs to Europe, Greater China and India, the groupreputation management and from crisis offers strategic planning and counsel, insight-communications to event management. With guided thinking and big, compelling ideas –more than 3,700 people, its offices span 22 followed by thorough execution.Write to us to start a conversation onhow we can help you distill actionable insightsand foresights from conversations and communities:Pascal Beucler,SVP & Chief Strategy Officer Designed by MSLGROUP CREATIVE+(pascal.beucler@mslgroup.com)Janelle Dixon,North America Head of Insights(janelle.dixon@mslgroup.com)Dominic Payling,Europe Head of Insights(dominic.payling@mslgroup.com)Gaurav Mishra,Asia Head of Insights(gaurav.mishra@mslgroup.com)