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. This week, our topic is Heineken Ideas Brewery. For more, see: http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 18
Heineken Ideas
Brewery

2. 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/

3. 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

4. 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.

5. 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

6. 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

7. 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

8. 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/

9. 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

10. 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.

11. 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/

12. 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

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