People’s Insights Volume 1, Issue 29: @MarsCuriosity

crowdsourcing | storytelling | citizenshipPeople‟s Insights: Volume 1, Issue 29@MarsCuriosity

What is @MarsCuriosity?NASA‟s latest robot rover, Mars Curiosity, shot into the spotlight as aNASA social media team live tweeted the end of its eight-month journeyto the red planet and its successful landing in August 2012.Illustration of Curiosity‟s rock-blasting laser in action twitter.com/marscuriosity(photo credit: NASA/JPL-Caltech)

Transmedia storytellingThe story grew with daily chronological updates on Twitter(@MarsCuriosity) and Facebook, enriched with transmedia: links tomission reports, photos from Mars and NASA HQ, live streams.1) twitter.com/marscuriosity2) ustream.tv/nasajpl

Storytelling in real-timeNASA has been covering the story of the $2.5 billion rover on Twittersince November 2008. The story will continue as Curiosity embarks onits two-year mission to find life on Mars. ““ Tomorrow we‟re going to start exploring Mars. And next week and next month and next year, we‟ll be bringing new discoveries every day, every week, to all of you. - Dr. Charles Elachi, Director, NASA Jet Propulsion Lab, NYTimes

Importance for NASATo increase public support and federal funding, it is crucial for NASA tocommunicate achievements and benefits, and to build an emotionalbond with the public. Storytelling plays a huge role in this.1) latimes.com/news/opinion/editorials/la-ed-mars-curiosity-nasa-budget-20120805,0, 3468758.story2) vator.tv/news/2012-08-06-twitter-excitement-bubbles-up-crowd-sourcing-nasa-idea

Telling the story from outer spaceFitted with 17 cameras, a science lab and a space transponder,Curiosity sends photos and data to Earth via two NASA Mars Orbiters,Mars Reconnaissance Orbiter and Odyssey.nasa.gov/mission_pages/msl/multimedia/malin-4.html

Storytelling to simplify scienceNASA ensured that the project would be accessible to the layman,and entertaining too, by merging storytelling tactics, sound effectsand graphics with science in its videos.“7 minutes of Terror” video created by NASA‟s Jet Propulsion Labjpl.nasa.gov/video/index.cfm?id=1090

Involving more peopleNASA appealed to students and children through a vote-based contestto name the next Mars Rover, and with „Tweeters and Trekkies‟ byroping in William Shatner and Will Wheaton, of „Star Wars‟ fame.1) marsrovername.jpl.nasa.gov/2) wsfa.com/story/19148990/william-shatner-and-wil-wheaton-narrate-new-nasa-mars-curiosity-rover-video

Coverage of the landingOn August 5, 2012, Americans gathered to view a special broadcastfrom NASA Mission Control in science centres, museums and TimesSquare. @MarsCuriosity live tweeted the landing.NASA Mission Control team celebrates the successful New Yorkers gather to view the broadcast of Missionlanding. (Photo credit: NASA/Bill Ingalls) Control at Times Square. (Photo credit: MSNBC)

Amplification of the storyThe landing was covered by global media, trended on Twitter, wasfeatured on the daily Google Doodle, and inspired new memes.@MarsCuriosity added half a million followers within the first 24 hours.mashable.com/2012/08/06/curiosity-lands Flight Director Bobak’s mohawk made him an instant celebrity (via Instagram)

Emotional impactThe landing marked a milestone in US space exploration. Moreimportantly, the event helped revive the country‟s passion for spaceexploration and dreams of landing a man on Mars.facebook.com/marscuriosity ““ [The successful landing of Curiosity – the most sophisticated roving laboratory ever to land on another planet – marks an unprecedented feat of technology that will stand as a point of national pride far into the future. - Barack Obama, President USA (White House release)

More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit http://peopleslab.mslgroup.com

Coming soon: People‟s Insights AnnualReportIn early January 2013 we will publish the People‟s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.

People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit http://peopleslab.mslgroup.com

For People’s Labsolutions, contactpascal.beucler@mslgroup.com

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People’s Insights Volume 1, Issue 29: @MarsCuriosity

by MSLGROUP on Aug 08, 2012

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