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