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This week, we distill insights around Team GSK - how GlaxoSmithKline leveraged its sponsorship of the London 2012 Summer Olympics to boost employee engagement with a series of Olympics-themed programs. For more about GSK and how they leveraged their sponsorship of the London 2012 Summer Olympics to boost employee engagement visit: http://peopleslab.mslgroup.com/peoplesinsights/team-gsk-peoples-insights-volume-2-issue-36/ 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on reputation, employee engagement and citizenship 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 with you on our People’s Insights blog and compile the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities. We have further synthesized the insights to provide foresights for business leaders and changemakers — in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, now available as a Kindle eBook. For more, see: http://peopleslab.mslgroup.com/future-of-engagement
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People’s Insights: Volume 2, Issue 36
Reputation | Employee Engagement | Citizenship
Team GSK
GSK at the Olympics
GlaxoSmithKline (GSK) leveraged its sponsorship of the London 2012 Summer Olympics to boost employee engagement with a series of Olympics-themed programs. GSK played a critical role in delivering the cleanest games by bringing science to the games.
What is ‘Team GSK’?
Source: SAS London
SAS London, part of MSLGROUP, developed the visual identity and name 'Team GSK’ to unite GSK’s vast range of Olympic-related employee initiatives - from ticketing competitions to Gold Challenge and 'Orange' (volunteering) Days - under one memorable banner.
Golden Ticket Compe00on Torchbearer compe00on
Gold Challenge
Orange Days
Intranet
Digital Communica0onTravelling Exhibi0on
‘Golden Ticket ‘competition
GSK was the only corporate partner of the London 2012 Games to use 100% of their ticket allocation to reward and recognise their employees.GSK ran a global 'Golden Ticket' competition asking employees to nominate colleagues who demonstrated actions in their daily lives or work showing the Olympic values.
Olympics of Employee Engagement
GSK actually opted to give out 100% of all the tickets to their employees. What a better way to go about this than to actually ask co-workers to recommend their colleagues? This, for me, has been the highlight of the entire process. In an ever-changing business landscape which presents a challenging working environment for many employees, I'm sure this has been a great morale booster to all employees internally.
Akhila NatarajanAccount Manager, India, MSLGROUP
Olympic sponsorship offers interesting opportunities to ensure staff is engaged with a company’s vision and objectives. GSK used this opportunity to engage with its employees through volunteering opportunities, various challenges and exhibitions.
Olympic fever at GSK
GSK organized various initiatives in the workplace to spread the Olympic spirit, including installations such as banners, posters and plasma screens. In addition, a ‘Team GSK’ exhibition went on a tour of UK sites at the start of 2012, and included inspirational talks by Team GSK athlete ambassadors.
Search for the Torchbearers
Source: GSK Facebook Page
As part of the sponsorship, GSK was given two places in the Olympic torch relay. In September 2011, the company launched a London 2012 Torchbearer competition, and employees were invited to nominate each other for the chance to win a place. The program was quite popular - GSK’s announcement of the winner received over 18,000 hits.
The Gold Challenge
Source: NDCS
In January 2012, GSK launched the Gold Challenge - a corporate challenge that invited employees to participate in Olympic and Paralympic themed activities to raise money for charity.Over 2,400 participants in 252 teams from 43 countries took part in the Gold Challenge. Of the 100 corporates that joined the challenge, GSK saw the highest employee participation.
Integrating employee stories into mainline messaging
Source: Engagement Strategy
GSK also integrated the employee-focus into its mainline activities. While celebrating stories of celebrity athletes on its social channels, GSK featured the story of its own employee,Sophie Troiano, who was representing Team GB.
Continuing Engagement
Source: Marketing week
Clare Brosnan, Programme Manager for London 2012 at GSK, pointed out that although the sponsorship of London 2012 would conclude many of the other programmes would continue as part of business as usual, and hopefully witness a boost of participation owing to the Team GSK momentum.
Read People’s Lab insights & foresights
The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog , quarterly magazine and annual report.
MSLGROUP INSIGHTS NETWORK100+ MSLGROUP planners share and discuss inspiring projects on reputation, employee engagement and citizenship.
PEOPLE’S INSIGHTS WEEKLY BLOG
We deep dive into conversations around one project to distill insights and foresights.
PEOPLE’S INSIGHTS QUARTERLY MAGAZINEEvery quarter, we compile the best insights from the network and the blog into a magazine, as a showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com/peoplesinsights
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/peoplesinsights
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