People's Insights Quarterly Magazine Issue 4


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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 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.

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People's Insights Quarterly Magazine Issue 4

  1. 1. Volume 1, Issue 4: October - December 2012
  2. 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: | Volume 1, Issue 4, October-December 2012
  3. 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. 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 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. 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. 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. 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. 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. 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 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. 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. 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. 12. Social data
  13. 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. 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: 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. 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: 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: 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. 16. View this report directly on SlideshareVolume 1, Issue 4,October-December 2012 Social data Nike FuelBand
  17. 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 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: 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. 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: 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. 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: people however have criticized the As AWM1983, a reader at, 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 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. 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. 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: 21
  22. 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: 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: Volume 1, Issue 4, Vicks Mobile October-December 2012 Social data Ad Campaign
  23. 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“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. 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. 25. View this report directlya on Slideshare 25
  26. 26. Crowdsourcing
  27. 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: 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: 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. 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: 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. 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. 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. 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: 31
  32. 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. 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, 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 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 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. 34. View this report directly on SlideshareVolume 1, Issue 4, OpenOctober-December 2012 Crowdsourcing Ministry
  35. 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: Crowdsourcing & funding projects Of these, 1,035 people uploaded projects that would help their local communities in some way.Source: 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. 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: 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: 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 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. 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 “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: 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