The document tells a story about a marketer whose brands were growing tired of traditional advertising mediums like print, television, and radio as they felt overexposed. A mysterious figure called Digital, who was actually social media, promises to help the marketer regain consumers. Digital plays his pipe and hypnotizes consumers to engage with the brands on social media platforms like Facebook, Twitter, and Instagram. After succeeding, Digital explains to the marketer how social media increases exposure and engagement at a lower cost than traditional methods. The marketer is pleased with social media's results and agrees to promote it as the new preferred advertising medium.

1. Stage 1
The
Preliminar
y
Round
Team Name:
Name of first member: Rashi Sharma
College Name: Symbiosis Institute of Media
and Communication, Pune
Name of second member: Parul Bhatia
College Name: Symbiosis Institute of Media
and Communication, Pune

2. Once Upon A Time ....
In a far far land of Hamlyn, lived a marketer who was happy to see
his brands attracting consumers. His brands dominated print,
television and radio across continents.
The consumers in his market were drawn to the flashy full page
advertisements in newspapers, enjoyed the constant reminders on
radio and were excited to see their favourite celebrity on
television talk about a brand close to his heart.

3. As time passed, his brands began to feel tired of their constant
presence in mediums like print, radio and television. They felt
cluttered and couldn’t invoke consumer appreciation as they did
before.
They craved an audience that had now eluded them.

4. One day, a strange looking medium came to
town. He called himself Digital a.k.a the Pied
Piper.
He asked the marketer, “What will you
pay me if I get you your consumers
back?”
The marketer offered him growing popularity over other mediums.

5. Next day, the Piped Piper started playing his pipe. His key notes sang of
Facebook, Twitter, LinkedIn, Instagram, Tumblr, Pinterest and more.
Unaware of their own actions, the hypnotized
consumers began to engage with the brands.
Unaware of their own actions, the hypnotized
consumers began to engage with the brands.

6. After all the consumers were introduced to the brand, Digital went back
to the marketer to ask for his reward. The ecstatic marketer couldn’t
hold back his joy and asked Digital to share his trick.
Digital denied and said, “Soon others will inquire about me and the bards
will write a song. I want you to tell them who I really am. I am SOCIAL
MEDIA.”
To wipe out the confusion on marketer’s face, Digital
narrated a short story......

7. Who am I?
• I am Social
• I am Interactive
• I engage
• I communicate
• I start
conversations....!!

8. I am Unique because....
• Increase exposure
• Increase traffic
• Develop loyal fans
• Generate leads
• Improve search ranking
• Grow business partnerships
• Reduce marketing expenses
• Improve sales
• Provide marketplace insight

9. LOOK
how
OREO
covered
every
channels
RED BULL
knows me
well and
see what
they did
here !
STARBUCKS was
happy to see
their target
audience on my
channels
See what I have done so far...

10. And so ended the story. The marketer was happy when
Digital promised to stay longer than he anticipated. Nothing
could dampen the high spirits and so the brands lived happily
ever after !