This week, we distill insights around The Beauty Inside - a social film from Toshiba and Intel, in which the audience plays the lead role of Alex - a shape shifter who wakes up in a new body everyday and documents his identities in a Toshiba Ultrabook. 80+ 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. For more, see: http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 43
The Beauty
Inside

2. A social film from Toshiba and Intel
The Beauty Inside is a six episode web series in which the audience
plays the lead role of Alex - a shape shifter who wakes up in a new body
everyday and documents his identities in a Toshiba Ultrabook.
facebook.com/thebeautyinsidefilm

3. How it works
More than 4,000 people across the global auditioned for the lead role of
Alex. 26 people were cast in the web series, and an additional 50 were
featured on The Beauty Inside Facebook page via photos and videos.
1) youtube.com 2) facebook.com/thebeautyinsidefilm

4. Power of Hollywood + Social Media
Star power attracted people and viewers, and social media helped
people spread word and discuss the film. Bloggers credit the combined
power of these entities for the 5 million views the series attracted.
1) washingtonpost.com 2) mediabistro.com

5. Why storytelling works for Intel & Toshiba
Storytelling helps Toshiba and Intel engage people, and generate
interest and buzz around their products, a feat, marketers say, that is
usually a challenge for non-Apple tech brands.
http://www.adweek.com/news/advertising-branding/spot-shapeshifter-love-143528#1

6. 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.
peopleslab.mslgroup.com

7. Discussing “Inside”
Ultimately, the film is one big metaphor for the Intel tagline “Inside,” and
succeeds in getting people talking about the “beauty inside,” and
subconsciously connecting with the concept of “Inside.”
campantsthethird.tumblr.com/, revelmagazine.net, itmightbeserendipity.tumblr.com

8. Power of the story and the lead character
At the end of the day, it was the interaction that attracted people, but the
power of the story and the character Alex that kept people engaged for
six weeks and hungry for more.
facebook.com/thebeautyinsidefilm

9. A new kind of experience
By allowing people to co-create the story and to be part of the story, The
Beauty Inside delivers a different kind of experience altogether –
viewers get a sense of “intimacy and belonging.”
revelmagazine.net/2012/10/finding-the-beauty-inside/

10. Building a case for Immersive Storytelling
The Beauty Inside is the second social film from Intel and Toshiba, and
the overwhelming positive reactions to both imply that people are ready
for more integrated, immersive storytelling experiences.
1) theonecentre.com 2) Latitude: Future of Storytelling

11. Other social approaches to storytelling
Other social films include Toshiba & Intel’s thriller The Inside Experience
and AT&T’s Away We Happened in which fans play director, and
Discovery’s crowdsourced documentary Life in a Day.
1) mashable.com 2) clickz.com 3) facebook.com/wongfuproductions

12. More People’s Insights Weekly reports
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 Storytelling: Citizenship
Mahindra Spark the Rise @MarsCuriosity #Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

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 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

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.
Subscribe to the report at: http://peopleslab.mslgroup.com/peoplesinsights/annual-report/

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 http://peopleslab.mslgroup.com

16. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com