This is the ninth report from our upcoming People's Insights Annual Report titled “Now & Next: Future of Engagement”, also available as a Kindle eBook and soon as an interactive iPad app. The report will highlight the ten most important frontiers that will define the future of engagement for marketers, entrepreneurs and changemakers: Crowdfunding, Behavior Change Games, Collaborative Social Innovation, Grassroots Change Movements, Co-creation Communities, Social Curation, Transmedia Storytelling, Collective Intelligence, Social Live Experiences and Collaborative Consumption. In each of these reports, we start by describing why they are important, how they work, and how brands might benefit from them; we then examine web platforms and brand programs that point to the future (that is already here); then finish by identifying some of the most important features of that future, with our recommendations on how to benefit from them. Do subscribe to our email newsletter to receive an invite to download a free copy of the interactive iPad app. Find out more: http://peopleslab.mslgroup.com/peoplesinsights/future-of-engagement/ Get the Kindle eBook: http://www.amazon.com/dp/B00D8ZZMDY

1. 9. SOCIAL LIVE
EXPERIENCES
People's Insights Annual Report
Now & Next:
Future of Engagement

2. We are delighted to share that we will be
publishing the People’s Insights Annual
Report titled “Now & Next: Future of
Engagement” as an interactive iPad app. The
report will highlight the ten most important
frontiers that will define the future of
engagement for marketers, entrepreneurs
and change makers: Crowdfunding, Behavior
Change Games, Collaborative Social
Innovation, Grassroots Change Movements,
Co-creation Communities, Social Curation,
Transmedia Storytelling, Collective
Intelligence, Social Live Experiences and the
Sharing Economy.
Throughout 2012, 100+ planners on
MSLGROUP’s Insights Network have been
tracking inspiring web platforms and brand
programs at the intersection of social data,
citizenship, crowdsourcing and storytelling.
Every week, we pick up one project and
curate the conversations around it — on the
MSLGROUP Insights Network itself but also
on the broader social web — into a weekly
insights report. Every quarter, we compile
these insights, along with original research
and insights from the MSLGROUP global
network, into the People’s Insights Quarterly
Magazine. Now, we have synthesized the
insights from our year-long endeavor in future
scanning as foresights into the future of
engagement.
We believe, like William Gibson that, “the
future is already here; it’s just not very evenly
distributed.” So, innovative web platforms
in the areas of social data, citizenship,
crowdsourcing and storytelling point towards
interesting possibilities for brand programs
that leverage similar models to engage
people. In turn, the web platforms and brand
programs of today give us clues to the future
of engagement tomorrow.
In our reports on the ten frontiers that will
define the future of engagement, we start by
describing why they are important, how they
work, and how brands might benefit from
them; we then examine web platforms and
brand programs that point to the future
(that is already here); then finish by identifying
some of the most important features of that
future, with our recommendations on how to
benefit from them.
For the next ten weeks, we will publish
these reports one by one, then present them
together, in context, as an interactive iPad app.
Do subscribe to our email newsletter to receive
each report and also an invite to download a
free copy of the interactive iPad app.
People’s Insights Annual Report

3. 3
What are Social Live Experiences?
Organizations blend technology,
community and location to
create immersive experiences
that blur the boundaries
between online and offline.
As a result, people are seamlessly transitioning
between online and offline events and
connections, and organizations are creating real-
time experiences that merge, even transcend,
the physical and the virtual.
Consider the proliferation of location based
social networks beyond Foursquare (video).
Some entrepreneurs are using social network
APIs to build location-based mashups (Sonar,
Banjo (video), Highlight) and augmented reality
apps (Google Glass (video), Across Air (video),
Nokia City Lens (video)) that connect people
and experiences around locations, often by
highlighting “people and experiences near you”.
Others are creating niche location-based real-
time social networks around sharing rides (Waze
(video)), public transport (Moovit (video)), runs
(MapMyRun (video)), and dishes (FoodSpotting
(video)), or completing challenges (SCVNGR
(video)). These location-based social networks,
Social live experiences blend technology,
community and location to create immersive
experiences that blur the boundaries between
online and offline.
The rise of social live experiences can be
attributed to three broad trends. First, people
are constantly live-streaming their experiences
by posting updates, photos, videos and check-
ins through location-aware smart phones and
tablets, creating a dynamic stream of location-
based content. Second, social networks are
integrating online and offline experiences
through features like single-click check-in and
location-tagged content sharing on multiple
networks (for instance: Instagram to Flickr,
Facebook, Twitter, Tumblr and Foursquare).
Third, social networks are opening up their APIs,
including social graph and location data, so
that others can build applications that connect
people around locations.
Source: pochacco20 on Flickr

4. Click to watch: Google Glass
Click to watch: SXSW Go
Click to watch: Hamburg Philharmonic Orchestra
along with the ubiquity of location data in popular
social networks like Facebook and Twitter, have
made it possible for organizations to create
seamless social live experiences at scale.
The most visible examples of such experiences
are large political, entertainment or sports
events. Even as journalists and spectators at
the venue share first-hand experiences with
their networks through location-tagged status
updates, check-ins, blog posts, photos, videos,
and live-streams (UStream, Live Stream, Vyclone,
Google Hangouts), a larger group of people
join the conversations by sharing, commenting
on, remixing and curating this content (Storify
(video)), checking in to live television broadcasts
(GetGlue, GoMiso, Viggle), and contributing
original analysis and opinions on blogs and video
blogs. While all major public events, all over the
world, are becoming live social experiences on
their own, event organizers, social networks and
media organizations are increasingly creating
social curation platforms to act as hubs that
connect people and content around such events
(IHeartRadio’s Twitter Tracker, Grammy Live,
CNN/ Facebook U.S. Presidential Inauguration,
OccupyStreams).
Conference and expo organizers are also
using social media to transform events into
live social experiences, amplify their impact
beyond the venue, and connect attendees to
create a community. Some organizers are even
creating custom mobile apps to help event
attendees network, share content and stay in
touch (SXSW Social / SXSW Go (video), Mobile
World Conference, BlogWorld & New Media
Expo, Rio+20 Corporate Sustainability Forum,
Amazon re:invent, Guardian Changing Media
Summit, NY Craft Beer Week). Other organizers
are creating private networks to live-stream the
event to extend their reach to a wider community
of subscribers (TED Live).
Finally, public spaces are using technology,
including QR codes, to enhance the experience
for visitors by adding a virtual layer. New
York’s Central Park transformed the park into
an interactive game board for its World Park
campaign with QR code clues and content all
over the park. Sweden’s Gothenburg city created
a Tram Sightseeing App (video) to help visitors
get a geo-tagged guided tour at the price of a
tram ticket. Several museums and institutions in
Amsterdam use the Museum App to create QR
code enabled interactive guided tours of cultural
locations in the city. New Delhi’s Turquoise
Cottage bar used QR code admittance stamps
to share time-sensitive updates with patrons
throughout their Christmas Eve celebrations.
The Hamburg Philharmonic Orchestra created
a unique concert with musicians spread all over
the city, and the music being synced in real time
online. However, many of these initiatives haven’t
fully integrated social sharing and community
building into the experience yet.
Some of these initiatives have had significant
scale. For instance, 2 million Facebook status
updates were published onCNN.com/live during
the U.S. Presidential Inauguration in 2009
and 3 million photos have been uploaded to
Foodspotting. The scale and success of these
initiatives show that the boundaries between
online and offline experiences have blurred
beyond recognition and all experiences are likely
to become both social and live.

5. 5
How do Social Live Experiences
work?
Social live experiences are spread over a vast and
varied territory which has overlaps with other frontiers
of engagement we have covered before, including
social curation, collective intelligence and transmedia
storytelling. However, all social live experience
platforms and programs have three common
characteristics: a hybrid physical-virtual experience,
real-time tracking plus social sharing, and value
creation through the physical-virtual interplay.
Social live experiences are often set in a specific
physical space, like a park, museum, stadium,
hotel, restaurant, or store, but they can also take
place out in the streets. Sometimes, the primary
aim is to engage the people present at the venue,
or in a specific city (SXSW Go); sometimes,
a secondary aim is to use social media
amplification to attract more people at the venue
(Hamburg Philharmonic Orchestra); sometimes,
especially with large broadcast events, the aim is
primarily to use social media to amplify the on-
site experience to engage audiences who are not
physically present (Grammy Live).
Real-time tracking and social sharing are integral
elements in social live experiences. People can
do real-time tracking automatically through
location-aware smart phones (Waze) and sensor-
enabled devices (Nike Fuel Band), or manually
through social media updates and check-ins
(FoodSpotting). These data streams and updates
are then aggregated and displayed on maps
(IHeartRadio’s Twitter Tracker) and, sometimes,
streams (Storify) to enable social sharing. Social
sharing is usually manual, enabled by social
sign-ins, one-click sharing and linked social
accounts, but it can also happen automatically,
by automatic posting of runs or rides on social
networks (Nike Fuel Band), or automatic alerts on
people and experiences near you (Highlight).
Finally, social live experiences are so compelling
because they create unique value through
the interplay between the physical and the
virtual. Sometimes, this value lies in increased
intelligence about our own behavior (Nike
Fuel Band), our own network, our city (Waze)
or country (CNN/ Facebook U.S. Presidential
Inauguration), or the entire world (FoodSpotting).
Sometimes, this value lies in serendipitous
discovery of people (Highlight) and experiences
(SXSW Go) near us. Sometimes, this value lies in
more meaningful connections with friends in our
network (Google Glass), or strangers who share
similar interests (OccupyStreams).
Social Live Experiences for Brands
The easiest way for brands to create live social
experiences is to make it easy for people who
are already participating in offline brand events
to share their experiences on social media. Many
brands are already using sophisticated social,
mobile and geo-local technologies to create
memorable experiences, then creating viral
videos based on these experiences (T-Mobile
Angry Birds Live; Mercedes Key To Viano). Some
brands are designing these experiences so that
sharing the experience with friends is intrinsic
to enjoying the experience itself. For instance,
Unilever created the Share Happy interactive
vending machines that uses facial recognition
technology to measure smiles, rewards big
smiles with free ice cream, and encourages
users to share their smiles on Facebook. Goertz
created an interactive virtual shoe fitting display
that enabled users to try out any shoe from the
catalog and share photos with their Facebook
friends to ask for their opinions. Coca-Cola used
RFID enabled wristbands to encourage teenage
visitors at a Coca Cola theme park to seamlessly
tag and share photos on Facebook. Anthon Berg
used iPads in store to give away free chocolate
to people who committed to do small acts of
generosity for friends and family members.
Click to watch: Coca-Cola Village
Some live social experiences go from online to
offline back to online. Some brands are tracking
online conversations to find opportunities
to engage in real-time, real-life random acts
of kindness, which encourage the delighted
recipients to talk about the experience online,
creating valuable word of mouth. For instance,
Orbit White in Israel gifted chewing gum hampers
to people who checked in at cafes. KLM in
Amsterdam surprised travelers who shared an
update or check-in about their KLM flight with
relevant gifts, based on their previous updates.
Kleenex in Israel gifted a Kleenex Kit to people
who shared a status update on Facebook about
being sick. Kotex in Israel gifted a craft item to

6. Click to watch: Nike Grid
Click to watch: KLM Surprise
women influencers based on the items they had
previously pinned on their own Pinterest boards.
Other brands have created activations that people
kick start through online actions or submissions,
but result in a compelling experience in a
physical space. Coca-Cola reimagined their
iconic Hilltop ad for the networked age by
enabling people to share a coke with a stranger
through their mobile phones, then capturing the
receivers’ surprise as they received the Coke at
specially designed vending machines all over
the world. Ariel created a game where online
influencers used a Facebook app to shoot paint
at white designer clothes in a physical exhibit
at Stockholm airport, then cleaned the clothes
and gifted them to the influencers. Nike and
Livestrong created a “chalkbot” that printed
messages received from supporters on social
media on streets all along the Tour de France
route. C&A in Brazil asked fans to like clothes
on their Facebook page, then displayed the like
count on hangers inside the stores to help female
shoppers make better shopping decisions.
Many brands are also creating elaborate
technology-enabled games, reality shows
and treasure hunts that engage people both
online and offline. Playground in Sweden
asked shoppers at the hiking equipment store
to support one of three fitness enthusiasts in
a competition to stay awake for the longest
time, and returned the money to the winner’s
supporters. Mini Gateway created an iPhone
app to invite Stockholm residents to catch and
keep a virtual Mini, to win a real Mini Gateway.
Jimmy Choo asked fans in New York to track its
Foursquare check-ins to be the first to claim a
pair of trainers at the check-in locations. Levi’s
asked fans in Australia and New Zealand to
track Twitter updates to be the first to claim a
pair of Levi’s at the checked in locations. Nike
invited London Nike+ users to claim a street by
unlocking codes at phone booths and winning
points by running through specific routes.
Samsung rewarded fans for recording their walks,
runs or rides during the London Olympics on
the Samsung Hope Relay app by contributing to
charities.
Click to watch: Ariel Fashion Shoot
Click to watch: Volkswagen Smileage
Finally, the most progressive brands are
creating devices and smart phone applications
that enable consumers to use their products
in a more meaningful way, by enhancing the
product experience through sensor-enabled
virtual self-tracking and community-sharing. For
instance, Nike FuelBand (video) enables people
to track their activities and workouts on the Nike+
community to analyze their own progress and
compare or share their activity levels with their
network. Volkswagen Smileage (video) enabled
Volkswagen owners to track their drives, record
memorable moments and share them with their
networks. Stella Artois created an augmented
reality bar guide to help people find and share
bars that serve the brand.

7. 7
Social Live Experiences case studies
Throughout the year, we have tracked the conversations around a number of social live experiences and
branded programs in our weekly insights reports and quarterly magazines; here are a few highlights.
Branded program: Anthon Berg Generous Store
Read the full case study on our blog or on Slideshare
Source: Facebook.com/AnthonBerg
In February 2012, chocolatier Anthon Berg
set up a one-day pop up store in downtown
Copenhagen, Denmark and invited people to
pay for chocolate with good deeds, like "Serve
breakfast in bed to your loved one,’ and ‘Help
clean your friend’s house.’ To hold people to
their promises, Anthon Berg staff provided
iPads at check out and asked people to log on to
Facebook and pledge the good deed on a friend’s
Facebook wall.
Within 24 hours of the pop-up store event,
150,000 feeds were posted on the Anthon Berg
Facebook page. This included the pledges
people made while ‘purchasing’ the chocolates
at the store, and follow up posts after they had
carried out the good deeds, like this one:
Source: youtu.be
Click to watch: Generous Store
With the Generous Store, Anthon Berg was able
to increase its social reach and reinforce its brand
promise - “You can never be too generous.” As Lana
Markovic, a blogger at Branding Magazine, noted:
“Is there a better way of getting customers’
attention than by giving them free chocolates and
at the same time getting them to make someone
else happy? With this campaign, the Danish
chocolatier managed to reinforce its leading
statement – by inspiring people to be more
generous the company has created a happier
society, and the brand’s popularity has been
reestablished.”
A video that documents the activation has
received 118,000 views on YouTube.

8. Source: projectrebrief.com/coke
Click to watch: Project Re: Brief – Coca-Cola
Branded program: Hilltop Re-imagined for Coca-Cola
Read the full case study on our blog or on Slideshare
In 2011, Google partnered with Coca-Cola to re-
create the iconic 1971 Hilltop TV commercial for
a digital era, enabling people to “buy the world a
Coke” in real time, using their mobile phones and
Google technologies.
Mashable’s Todd Wasserman explains the process:
“Using the mobile app, a consumer in New York
could buy a Coke for someone in Buenos Aires.
In addition, that consumer could watch a video
using Google Maps and Street View to see the
can traveling across the globe. After the recipient
gets the Coke from one of the custom vending
machines, the sender can watch a video of the
person’s surprised reaction and perhaps get a
thank-you note, if the recipient chooses to do so.
Later, the sender can pass on the video to friends
on Facebook, Twitter or Google+.”
People could initiate the activation via a mobile
app and interactive display ads on YouTube.
Marketer Amanda Jennison commented that
the campaign delivers on Coca-Cola’s brand
promise of Open Happiness and inspires people
to become brand advocates:
“Not only does this get fans involved through a
mobile app, it also creates the mindset of wanting
to share the happiness that a Coke evokes to a
complete stranger. At Bates Creative, that’s why
we think Coca-Cola is a brand that gets It. It’s all
about inspiring your audience to become an
active member for your brand.”
Google’s Jim Lecinski believes: the campaign
demonstrates the creative potential of the digital
medium for marketers:

9. 9
We expect all public or semi-public spaces like
parks, stadiums, museums, and event venues
to build the infrastructure — including Wi-Fi
connectivity, NFC or QR code stations, live-
streaming equipment and sensor networks
— to enable social live experiences. Event app
platforms like QuickMobile (video), EventMobi
(video), CrowdCompass(video), Guidebook
(video), DoubleDutch (video), Grupio, Conference
Compass (video) and MuseumApp already
enable event organizers to create custom smart
phone apps. We expect them to increasingly
become specialized around niches like
conferences, music festivals, and public spaces.
We expect organizations and brands to use
these tools to design delightful experiences
that encourage attendees to share updates and
photos across their social networks, creating
word of mouth and increasing the reach of the
programs and events.
Finally, many brands have already integrated
digital elements – like QR codes and touch
screens – into their retail experiences. We expect
more brands to transform their retail experiences
into social live experiences, by encouraging
shoppers to share messages or photos on their
friends’ social networks to avail of discounts or
shopping advice, bringing online reviews into the
store to help shoppers make better shopping
decisions, and creating in-store activations that
people can participate in online.
“We started to think about how Web ads can
move from being informative and transactional
to delighting and engaging, stirring the soul and
building a brand.”
Project Re:Brief – Coca-Cola has received
widespread coverage and was awarded the inaugural
Mobile Lions Grand Prix at Cannes in 2012.
The Future of Social Live
Experiences
We believe that both location-aware smart-
phones and sensor-enabled devices will become
ubiquitous in the near future, and almost all
physical events, experiences and spaces will
become social live experiences.
We expect that many location-based social
networks will add augmented reality features
and many augmented reality apps will add
social networking features, so the boundaries
between the two will blur. We expect more niche
location-based social networks and augmented
reality apps to emerge around niche interests
and activities like live music, street art, hiking,
swimming, driving and cycling. We also expect
branded versions of these networks and apps,
primarily by product brands that want to extend
their experience (Volkswagen Smileage, Nike+),
but also by brands who wish to be seen as
curators of popular culture (Stella Artois Le Bar
Guide).

10. People’s Lab is MSLGROUP’s proprietary
crowdsourcing platform and approach that
helps organizations tap into people’s insights for
innovation, storytelling and change.
The People’s Lab crowdsourcing platform
helps organizations build and nurture public
or private, web or mobile, hosted or white
label communities around four pre-configured
application areas: Expertise Request Network,
Innovation Challenge Network, Research &
Insights Network and Contest & Activation
Network. Our community and gaming features
encourage people to share rich content, vote/
comment on other people’s content and
collaborate to find innovative solutions.
The People’s Lab crowdsourcing platform
and approach forms the core of our distinctive
insights and foresight approach, which consists
of four elements: organic conversation analysis,
MSLGROUP’s own insight communities, client-
specific insights communities, and ethnographic
deep dives into these communities. The People’s
Insights Quarterly Magazines showcase our
capability in crowdsourcing and analyzing
insights from conversations and communities.
People’s Lab:
Crowdsourcing
Innovation & Insights
Learn more about us at:
peopleslab.mslgroup.com | twitter.com/peopleslab

11. MSLGROUP is Publicis Groupe's strategic
communications and engagement group,
advisors in all aspects of communication
strategy: from consumer PR to financial
communications, from public affairs to
reputation management and from crisis
communications to event management.
With more than 3,700 people, its offices span
22 countries. Adding affiliates and partners
into the equation, MSLGROUP's reach
increases to 4,000 employees in 83 countries.
Today the largest 'PR and Engagement'
network in Europe, Greater China and India, the
group offers strategic planning and counsel,
insight-guided thinking and big, compelling
ideas – followed by thorough execution.
mslgroup.com | twitter.com/msl_group
Write to us to start a conversation on the future of engagement.:
Pascal Beucler,
SVP & Chief Strategy Officer
(pascal.beucler@mslgroup.com)
Janelle Dixon,
North America Head of Insights
(janelle.dixon@mslgroup.com)
Dominic Payling,
Europe Head of Insights
(dominic.payling@mslgroup.com)
Gaurav Mishra,
Asia Head of Insights
(gaurav.mishra@mslgroup.com)