Page 1

crowdsourcing | storytelling | citizenship | social data

People’s Insights: Volume 1, Issue 51

Restore the R

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.

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.

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) , 2)

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.

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.

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.

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.

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.




Social Data

Mahindra Spark the Rise



MTV Fantasy Election

For more reports, visit:

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

People’s Insights weekly blog

People’s Insights Quarterly magazine

50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling.

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.

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

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 Engagement

Part 1: Crowdfunding

Part 2: Behavior Change Games

(coming soon as an iPad app) Subscribe to the report at:

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

For People’s Lab solutions, contact

Restore the R - People's Insights Volume 1 Issue 51  

This week, we distill insights around Restore the R - a campaign in which Seattle’s Museum of History and Industry and Pabst Beer invited pe...

Read more
Read more
Similar to
Popular now
Just for you