The document discusses the rise of social media and how characters can be used effectively within social media. Key points: - Social media is centered around creating, sharing, and collaborating user-generated content. - Characters are well-suited for social media as they can have a presence on multiple networks, drive engagement through stories and interactions, and increase traffic to other sites. - Several examples are given of brands that successfully used characters on social media to generate awareness, drive traffic to their sites, and create dialogue.

1. Phonethics – 2008

2. Rise of Social Media
• The rise of the new media in the last year has been
primarily the rise of social media
• Terms like CREATE, SHARE & COLLABORATE
now layer the new media share
• User Participation is paramount in Social
Media and its distribution

3. Characters on Social Media
• Characters are versatile
• Characters are idea for Social Media
• Characters can have:
– A Face on Facebook
– Content on Youtube
– Interactive Content
– Make Friends
– Generate Dialogue on Networks and Forums
– Drive Traffic to site

4. Use Social Media to…
Create Awareness Generate Traffic
Create Dialogue Interactivity

5. Create Awareness
Hindustan Times NIITDHL

6. Brand – WIN WIN Offer on the Mumbai HT
Objective – Make people read HT & search for Hidden Clues in the newspaper & send an
SMS to win a car every week. Targeting Mumbai city
Solution – Mumbai’s Bindass Attitude was best reflected in characters ‘Bhai & Sirkit’ in an
animated viral
Result – The viral received 25000 views in just the first 2 weeks of the campaign
USE CASE: HINDUSTAN TIMES

7. Generate Traffic

8. Create Dialogue
Tata Motors
Sumo Grande
Sony Tv
Champion Chaalbaaz
Tourism
New Zealand

9. Brand – Sumo Grande
Objective – To create awareness & consumer interaction around the launch of the Tata
Sumo Grande in the online space. As a new variant in UV category, the USPs of the vehicle
needed enunciation
Solution – Character Arun Kumar, pen name for an Ex-Writer for Auto Mag – Top Gear
Result – Branding activity morphed into a conversion tool as 2 cars were bought & blog
received 48000 views in 30 days!!
USE CASE: TATA MOTORS (Sumo Grande)

11. Grande Launch
covered on the blog
Widgets on the blog

12. Interactivity
e - Comic Book
Website
3D Experience
Facebook App
Comic Writer Flash Game

13. Facebook Application – Comic Writer