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: http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship | social data
People’s Insights: Volume 1, Issue 51
Restore the R

2. A collaborative restoration effort
In July 2012, Seattle’s Museum of History and Industry (MOHAI) and
Pabst Beer invited people to participate in the restoration of the iconic
Rainier Beer sign, by completing a series of online challenges.
fastcocreate.com

3. How it works
The website featured a virtual R sign with 258 light bulbs. To light up the
bulbs, fans completed challenges and posted photos/videos as proof.
Participants won invites to the MOHAI see the restored sign on display.
restorether.com

4. Taps into local passion for Rainier
The campaign taps into passion for the historic Rainier brand
(established in Seattle in 1878), and appeals to people who were
accustomed to seeing the iconic sign as a part of the city skyline.
1) main2seattle.wordpress.com , 2) queenanne.komonews.com

5. The COOL factor
The quirky nature of the challenges helped the campaign gain traction.
Challenges were creative and fun, appealed to the Rainier fan
community and inspired participation and coverage.
restorether.com

6. Crowdsourcing share-worthy content
Thinkers applaud the design of the campaign, which is designed to
generate a stream of share-worthy content and appeal to bloggers and
the media.
lbbonline.com

7. On-ground share-worthy content
On-ground, Rainier created awareness, excitement and an opportunity
for people to share photos on their social networks by having mascots
‘Grazing Rainiers’ walk around local parks and neighborhoods.
queenanne.komonews.com

8. Was the campaign successful?
While only 94 of 258 challenges were completed online, the campaign
was successful in generating buzz around Rainier, favorability for Pabst
and awareness about the new MOHAI location.
peopleslab.mslgroup.com

9. 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 four key areas:
crowdsourcing, storytelling, citizenship and social data.
Crowdsourcing Storytelling Citizenship Social Data
Mahindra Spark the Rise @MarsCuriosity #Kony2012 MTV Fantasy Election
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

10. 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

11. People’s Insights Annual Report
In January 2013 we will publish the ten-part People’s Insights Annual
Report, in which we synthesize our insights from 2012 and provide
foresights 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: http://peopleslab.mslgroup.com/peoplesinsights/annual-report/

12. 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

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