restore the r - people's insights volume 1 issue 51
DESCRIPTION
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 capabilitiesTRANSCRIPT
People’s Insights: Volume 1, Issue 51
Restore the R
crowdsourcing | storytelling | citizenship | social data
A collaborative restoration effort
fastcocreate.com
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.
How it works
restorether.com
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.
Taps into local passion for Rainier
1) main2seattle.wordpress.com , 2) queenanne.komonews.com
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.
The COOL factor
restorether.com
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.
Crowdsourcing share-worthy content
lbbonline.com
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.
On-ground share-worthy content
queenanne.komonews.com
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.
Was the campaign successful?
peopleslab.mslgroup.com
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.
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 four key areas:
crowdsourcing, storytelling, citizenship and social data.
Crowdsourcing Mahindra Spark the Rise
Storytelling @MarsCuriosity
Citizenship #Kony2012
Social Data MTV Fantasy Election
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
People’s Insights Annual Report
Subscribe to the report at: http://peopleslab.mslgroup.com/peoplesinsights/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 Engagement
(coming soon as an iPad app)
Part 1: Crowdfunding Part 2: Behavior Change Games
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
