Your SlideShare is downloading. ×
  • Like


Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

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


50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one …

50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling 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 share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is @MarsCuriosity. For more, see:

Published in Business , Technology , Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. crowdsourcing | storytelling | citizenshipPeople‟s Insights: Volume 1, Issue 29@MarsCuriosity
  • 2. 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 credit: NASA/JPL-Caltech)
  • 3. 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)
  • 4. 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
  • 5. 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),0, 3468758.story2)
  • 6. 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
  • 7. 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
  • 8. 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)
  • 9. 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)
  • 10. 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 Flight Director Bobak’s mohawk made him an instant celebrity (via Instagram)
  • 11. 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 ““ [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)
  • 12. 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:
  • 13. 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
  • 14. 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.
  • 15. 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
  • 16. For People’s Labsolutions,