crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 40
Coke Zero – Unlock the 007 in You
Coke Zero – Unlock the 007 in You As part of its promotions for the newest James Bond movie Skyfall, Coke Zero challenged unsuspecting train passengers to unlock the 007 in them and complete an obstacle-filled mission in 70 seconds.
youtube.com/watch?v=RDiZOnzajNU
Extremely positive response 70 people attempted the mission and a video showing the successful attempts was published a week before the UK launch of Skyfall. The video immediately went viral with 5.3 million views in 7 days.
1) businessinsider.com 2) twitter.com/search?q=%23cokezero007
Taps into men’s desire to be James Bond Bloggers and marketers pointed out the campaign was received well because it centers on a strong insight – that every man desires to be a secret agent – and brings the desire to life.
twitter.com/ChristienSmeja/status/260473012762054656
Experience matters more than free tickets Indeed, bloggers and viewers noted that they would love to participate not for the chance to win free tickets (only â‚Ź 8-10 each), but to experience the thrill of being a secret agent, if only for 70 seconds.
facebook.com/cokezero
Right amount of humor and action Bloggers also attributed the success of the video to tone and story told – the video contains the right amount of humor to engage online audiences and the right amount of action to delight James Bond fans.
retinaburnblog.co.uk/unlock-the-007-in-you-coke-zero/
“I wish I was there!� While the campaign was created a great experience for people at the event and attracted millions of viewers online, it leaves too many people wishing the event would come to their city and happen to them.
1) youtube.com/watch?v=RDiZOnzajNU 2) adverblog.com/2012/10/22/unlock-the-007-in-you/
Authentic? Staged? Does it matter? As people diverted their attention away from the video to debate its authenticity and criticize Coke Zero’s editorial choices, marketers noted the need for brands to choose authenticity over perfection.
1) youtube.com/watch?v=RDiZOnzajNU 2) creativereview.co.uk/cr-blog/2012/october/coke-zero-interactive
Not for women? A few people also criticized the lack of women participants, but others quickly pointed out it would be impractical to expect women to participate, and that Coke Zero was targeting men, not women.
“…MAYBE, no women were gullible enough to go ripping through a train station on a whim with the potential prize of some movie tickets. Plus, doing that in high heels would be incredibly challenging.” // YouTube user 11Buzzy11
“Coke Zero tends to target a male audience and so this campaign urging commuters to unlock the 007 within them fits right into their brand strategy.” // Blogger Maisie Benson
1) youtube.com/watch?v=RDiZOnzajNU 2) iwishihadthoughtofthat.wordpress.com
Coke’s commitment to storytelling Bloggers and marketers applauded Coke Zero on successfully reaching out to people with a fresh and exciting campaign, and attributed Coke Zero’s success to its long term commitment to storytelling.
peopleslab.mslgroup.com/
Bringing the story to life online Coke Zero invites people to Unlock the 007 in You online through a series of daily challenges designed to hone their secret agent talents. People participate as “Coke Zero Agents� and compete for Sony prizes.
twitter.com/cokezone
Stays true to brand values By creating a real mission for everyday people and enabling them to play the role of James Bond, Coke Zero stays true to both, the spirit of James Bond and also its brand position: Make it Possible.
peopleslab.mslgroup.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