people's insights volume 1, issue 43: the beauty inside
DESCRIPTION
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.comTRANSCRIPT
People’s Insights: Volume 1, Issue 43
The Beauty Inside
crowdsourcing | storytelling | citizenship
A social film from Toshiba and Intel
facebook.com/thebeautyinsidefilm
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.
How it works
1) youtube.com 2) facebook.com/thebeautyinsidefilm
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.
Power of Hollywood + Social Media
1) washingtonpost.com 2) mediabistro.com
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.
Why storytelling works for Intel & Toshiba
http://www.adweek.com/news/advertising-branding/spot-shapeshifter-love-143528#1
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.
Seamless and effective product placement
peopleslab.mslgroup.com
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.
Discussing “Inside”
campantsthethird.tumblr.com/, revelmagazine.net, itmightbeserendipity.tumblr.com
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.”
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
A new kind of experience
revelmagazine.net/2012/10/finding-the-beauty-inside/
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.”
Building a case for Immersive Storytelling
1) theonecentre.com 2) Latitude: Future of 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.
Other social approaches to storytelling
1) mashable.com 2) clickz.com 3) facebook.com/wongfuproductions
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.
More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
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
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 http://peopleslab.mslgroup.com
Coming soon: People’s Insights Annual
Report
Subscribe to the report at: http://peopleslab.mslgroup.com/peoplesinsights/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.
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
