People’s Insights Volume 1, Issue 51: Restore the R


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This week, we distill insights around Restore the R - a campaign in which Seattle’s Museum of History and Industry and Pabst Beer invited people to restore the iconic Rainier Beer sign by completing a series of online challenges.

100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing, storytelling and social data 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:

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People’s Insights Volume 1, Issue 51: Restore the R

  1. 1. crowdsourcing | storytelling | citizenship | social dataPeople’s Insights: Volume 1, Issue 51Restore the R
  2. 2. A collaborative restoration effortIn July 2012, Seattle’s Museum of History and Industry (MOHAI) andPabst Beer invited people to participate in the restoration of the iconicRainier Beer sign, by completing a series of online
  3. 3. How it worksThe website featured a virtual R sign with 258 light bulbs. To light up thebulbs, fans completed challenges and posted photos/videos as proof.Participants won invites to the MOHAI see the restored sign on
  4. 4. Taps into local passion for RainierThe campaign taps into passion for the historic Rainier brand(established in Seattle in 1878), and appeals to people who wereaccustomed to seeing the iconic sign as a part of the city skyline.1) , 2)
  5. 5. The COOL factorThe quirky nature of the challenges helped the campaign gain traction.Challenges were creative and fun, appealed to the Rainier fancommunity and inspired participation and
  6. 6. Crowdsourcing share-worthy contentThinkers applaud the design of the campaign, which is designed togenerate a stream of share-worthy content and appeal to bloggers andthe
  7. 7. On-ground share-worthy contentOn-ground, Rainier created awareness, excitement and an opportunityfor people to share photos on their social networks by having mascots‘Grazing Rainiers’ walk around local parks and
  8. 8. Was the campaign successful?While only 94 of 258 challenges were completed online, the campaignwas successful in generating buzz around Rainier, favorability for Pabstand awareness about the new MOHAI
  9. 9. 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 four key areas:crowdsourcing, storytelling, citizenship and social data. Crowdsourcing Storytelling Citizenship Social DataMahindra Spark the Rise @MarsCuriosity #Kony2012 MTV Fantasy ElectionFor more reports, visit:
  10. 10. 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
  11. 11. People’s Insights Annual ReportIn January 2013 we will publish the ten-part People’s Insights AnnualReport, in which we synthesize our insights from 2012 and provideforesights for business leaders and change-makers for 2013.Now & Next: Future of Part 1: Crowdfunding Part 2: Behavior Change Engagement Games(coming soon as an iPad app)Subscribe to the report at:
  12. 12. 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
  13. 13. For People’s Labsolutions,