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


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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:

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

  1. crowdsourcing | storytelling | citizenship People‟s Insights: Volume 1, Issue 29 @MarsCuriosity
  2. What is @MarsCuriosity? NASA‟s latest robot rover, Mars Curiosity, shot into the spotlight as a NASA social media team live tweeted the end of its eight-month journey to the red planet and its successful landing in August 2012. of Curiosity‟s rock-blasting laser in action (photo credit: NASA/JPL-Caltech)
  3. Transmedia storytelling The story grew with daily chronological updates on Twitter (@MarsCuriosity) and Facebook, enriched with transmedia: links to mission reports, photos from Mars and NASA HQ, live streams. 1) 2)
  4. Storytelling in real-time NASA has been covering the story of the $2.5 billion rover on Twitter since November 2008. The story will continue as Curiosity embarks on its 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 NASA To increase public support and federal funding, it is crucial for NASA to communicate achievements and benefits, and to build an emotional bond with the public. Storytelling plays a huge role in this. 1),0, 3468758.story 2)
  6. Telling the story from outer space Fitted 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.
  7. Storytelling to simplify science NASA ensured that the project would be accessible to the layman, and entertaining too, by merging storytelling tactics, sound effects and graphics with science in its videos. “7 minutes of Terror” video created by NASA‟s Jet Propulsion Lab
  8. Involving more people NASA appealed to students and children through a vote-based contest to name the next Mars Rover, and with „Tweeters and Trekkies‟ by roping in William Shatner and Will Wheaton, of „Star Wars‟ fame. 1) 2) curiosity-rover-video
  9. Coverage of the landing On August 5, 2012, Americans gathered to view a special broadcast from NASA Mission Control in science centres, museums and Times Square. @MarsCuriosity live tweeted the landing. New Yorkers gather to view the broadcast of Mission Control at Times Square. (Photo credit: MSNBC) NASA Mission Control team celebrates the successful landing. (Photo credit: NASA/Bill Ingalls)
  10. The landing was covered by global media, trended on Twitter, was featured on the daily Google Doodle, and inspired new memes. @MarsCuriosity added half a million followers within the first 24 hours. Amplification of the story Flight Director Bobak’s mohawk made him an instant celebrity (via Instagram)
  11. Emotional impact The landing marked a milestone in US space exploration. More importantly, the event helped revive the country‟s passion for space exploration and dreams of landing a man on Mars. “ “[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 reports For more reports, visit: Every week, we dive into one topic for discussion on the MSLGROUP Insight’s Network and discuss insights and foresights, in three key areas: crowdsourcing, storytelling and citizenship. Crowdsourcing Mahindra Spark the Rise Storytelling: @MarsCuriosity Citizenship #Kony2012
  13. Read People’s Lab insights and foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog and the People’s Insights Quarterly magazine. MSLGROUP Insights Network 50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling. People’s Insights weekly blog We deep dive into conversations around one project -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. People’s Insights Quarterly magazine Every quarter, we will compile the best insights from the network and the blog in the iPad-friendly magazine, as a showcase of our capabilities. For more, visit
  14. Coming soon: People‟s Insights Annual Report In early January 2013 we will publish the People‟s Insights Annual Report, in which we synthesize our insights from throughout 2012 and provide foresights for business leaders and change-makers for 2013.
  15. People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change. For more, visit
  16. For People’s Lab solutions, contact