crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 18
Heineken Ideas Brewery
Heineken Ideas Brewery Heineken launched the innovation platform www.ideasbrewery.com on which people could share ideas on challenges related to products and innovation. The first was about sustainable beer packaging.
Source: http://ideasbrewery.com/
Eligibility Open to residents of Austria, Brazil, Canada, China, Germany, India, Italy, Japan, Holland, Spain, UK and US, they should be of legal buying age for alcohol in their country. The deadline was May 8, 2012.
Source: http://www.beerpulse.com
Contest flow Participants have to submit their pitches along with three supporting images. Shortlisted candidates will work with Heineken experts in a closed online environment to refine their ideas.
The winner The jury – which includes innovation, sustainability and industrial design experts – will select a winner, who will receive $10,000 and a place in Heineken's history.
Source: http://facebook.com
Selection criteria Participants will be assessed on innovation, feasibility and votes across social media. The ideas should involve recycling of packaging, discovering new packaging materials or ways to transport.
Source: http://ideasbrewery.com/Idea
Promotion for votes Participants are encouraged to promote their ideas on social networks. Besides increasing brand visibility and virality, it gives voters a sense of ownership of the community.
http://facebook.com
Brand Heineken Heineken is dedicated to sustainability and wants to become the world's 'greenest' brewer. The strategy is to reduce the environmental impact of its brands and empower people and communities.
Source: http://www.sustainabilityreport.heineken.com/
Heineken and Corporate Citizenship Heineken's sustainability ambitions are captured in the ‘Brewing a Better Future’ initiative. It has identified green challenges and is staying true to its maxim, 'Improve, Empower and Impact'.
Source: http://www.sustainabilityreport.heineken.com
Co-creation of ideas through open innovation Heineken believes that listening to new ideas and connections will strengthen its competing power and sustainability. It will also bridge the boundaries between the brand and its stakeholders.
Ideal Crowdsourcing Channel Brands like Starbucks and GE have used social media to source insights because of its interactivity, engagement tools, ability to spark conversations and diversify communication.
Source: http://www.socialmediaexaminer.com/ , http://www.ecomagination.com/
Benefits for Heineken Consumers will warm up to Heineken as they get a chance to contribute to its activities and for its transparent corporate sustainability efforts. The brand will also benefit from deeper consumer insights.
Source: http://www.sourceyourcity.com , http://facebook.com
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 three key areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing
Storytelling:
Citizenship
Mahindra Spark the Rise
@MarsCuriosity
#Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
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 http://peopleslab.mslgroup.com
Coming soon: People’s Insights 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
For People’s Lab solutions, contact pascal.beucler@mslgroup.com