This week, we distill insights around Coke Zero - Unlock the 007 in You -- the story of unsuspecting train passengers who play the role of 007 to win free tickets to the launch of Skyfall. 50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. For more, see: http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 40
Coke Zero –
Unlock the 007
in You

2. 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

3. 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

4. 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

5. 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 € 8-10 each), but to
experience the thrill of being a secret agent, if only for 70 seconds.
facebook.com/cokezero

6. 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/

7. “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/

8. 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

9. 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

10. 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/

11. 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

12. 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/

13. 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/

14. 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 People’s Insights People’s Insights
Network weekly blog Quarterly magazine
50+ MSLGROUP planners We deep dive into Every quarter, we will compile
share and discuss inspiring conversations around one the best insights from the
projects on corporate project -- on the MSLGROUP network and the blog in the
citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a
storytelling. on the broader social web -- to showcase of our capabilities.
distill insights and foresights.
For more, visit http://peopleslab.mslgroup.com

15. 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.

16. 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

17. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com