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

1. Reputation | Employee Engagement | Citizenship
Team GSK
People’s Insights: Volume 2, Issue 36

2. 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.

3. What is ‘Team GSK’?
Golden
Ticket
Compe00on
Torchbearer
compe00on
Gold
Challenge
Orange
Days
Intranet
Travelling
Exhibi0on
Digital
Communica0on
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.

4. ‘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.

5. 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 Natarajan
Account 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.

6. 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.

7. Search for the Torchbearers
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.
Source: GSK Facebook Page

8. The Gold Challenge
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.
Source: NDCS

9. Integrating employee stories into
mainline messaging
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.
Source: Engagement Strategy

10. Continuing Engagement
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.
Source: Marketing week

11. 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 NETWORK
100+ MSLGROUP planners
share and discuss inspiring
projects on reputation,
employee engagement and
citizenship.
PEOPLE’S INSIGHTS
WEEKLY BLOG
PEOPLE’S INSIGHTS
QUARTERLY MAGAZINE
We deep dive into
conversations around one
project to distill insights and
foresights.
Every 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

12. 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

13. For People’s Lab solutions,
please contact:
pascal.beucler@mslgroup.com