Case Study Fanfan2 - Transmedia Meetup New York

Fanfan2,

case study

Sylvain Leroux – Brand Team

Transmedia New York City Meetup

Film Society Lincoln Center – Oct 2011

presents

introduction

video case study

http://youtu.be/mXPLF7UVZws

Case Study Fanfan2 – Sylvain Leroux - Oct 2011

key points of the project

Fanfan2 : what is it about ?

How does it work ?

Some key figures

What is the winning formula ?

Let’s go further


before Fanfan2, there was Fanfan, the successful novel

by Alexandre Jardin

Fanfan is Alexandre Jardin’s best-seller which

was adapted for film, featuring Sophie Marceau

and Vincent Perez as the main characters.

Fanfan2, 15 years later is the continuation of this

passionate love story. In the novel, Fanfan’s

husband, Alexandre, wants to keep up the love

story in their everyday life. Readers are invited to

help him out.


the Fanfan2 Project is the innovative collaboration

between an inventive author and a major digital

brand creating an unique experience

x

=

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adventurethe project allowed readers to

discover content in a multi

linear and nomad fashion, to

follow the adventure in real

time on multiple screens, to

participate and to be involved

on social networks, to take

part in unexpected online

meetings and to turn fiction

into reality

uniqueit brought an original dimension to the

novel, new potential and a new reality,

for both the readers and the author

transmediait’s a multi-platform experience

which called upon the maximum

contribution of Orange digital

know-how


in practical terms

for 7 months, Orange put forward

publications of a free daily novel on a

dedicated website, on Facebook, Twitter,

iPhone. Orange connected and enlivened a

community around Alexandre Jardin and

the novel’s characters.


Twists and interactionBy creating occasions to share, stimulating, provoking

reactions and inviting readers/internet users to participate

Real meetingsBy gathering and focussing a community around the author,

by creating connections and supporting meetings in real life

Contagious optimismBy positively influencing the daily life of participants, by giving a

new dimension to literary fiction

for more…


the principle of the Fanfan2 experience

Alexandre (Alexandre Jardin’s character)

shares his love « recipe » everyday with

followers on the internet.

The five other characters of the novel are

brought to life, they are expressing

themselves and interacting with the followers

In return, the followers can give their opinion,

comment and share online content

A unique closeness and interactivity between

the characters and the readers is created


all digital platforms were mobilized

Several ways to enter the fictional world


a dedicated website

to step into the adventure


a Facebook page to follow the story

and interact with the author and the community

A page coordinated in real time by a dedicated community manager team


Twitter accounts for real time updates

and providing content for the iPhone App


an iPhone and iPad app

to enhance the adventure


a game to fix the adventure in reality

and strengthen participation

The principle: fans are asked to

write their own story (true or

imaginary)

The prize: a meeting with

Alexandre Jardin and a magic

experience during the Festival de

Cannes


meetings set between the Fanfan followers

The principle: fans

meet up in Paris in a

meaningful place in

the novel, to leave

messages to Fanfan

and Alexandre.


a transmedia initiative

providing experience and content

Facebook Fanfan2

iPad app

iPhone app

Website

Facebook

Alexandre2

and other characters

Twitter

Alexandre2

Game

Meetings/events

Updates from the

characters Quiz and new

recipes

SMS and e-mails

From the characters

-

Notes from

Alexandre

A daily fictonal

series

To extend fiction

into reality

Being in contact

with the author and

the community

Recipes

Updates from the

project and from

the community



outcomesThe co-ordination of the character’s profiles on

Facebook and Twitter and the daily publication of

content adapted according to the followers’

reactions enabled the creation of a real

community of Fanfan followers. Emotional links

came up with the characters, as well as links

between members of the community, which were

very active

Page Alexandre2 1 450 fans

Peak of comments per day over the period: 175

Paek of active users per day over the period : 880

Active user average per day : 520

35% of fans are active everyday on the page

1 560 000 wall publications (cumulated)

12 850 feedbacks on publications (cumulated)

Page Fanfan27 300 fans

Active user average per day: 2 500

35% of fans are active everyday on the page

Active user average per month: 12 000(outside from launch and final)

Peak of active users per day: 17 320

1 380 000 wall publications

the project created a special craze on

Facebook

Fans were heavily involved, participating in daily

challenges organized by the community manager

team, sharing their feelings. A lot of communication

between members testing the « recipes » was noticed


a traffic-generating scheme

Twitter4400 tweets440 followers1404 interactions

Facebook profiles5 characters - 112 friends/ profile on average

Facebook pages8700 fans for

Alexandre2 and Fanfan2

Website112 000 unique visitorsThe average time spent in may : 02.40min

iPhone app6300 downloads


a scheme generating related content

Website119 love « recipes »

Quiz

5 lovers’ profiles

Facebook

2 940 000 publications

27 articles

16 videos9975 interactions

7342 likes

Game65 participants

4 finalists

114 texts

2100 votes

Fans

85 photos

114 texts (game)


an experience generating huge media

coverage

VISUEL EN COURS


and enthusiastic reactions from participants


a very active female community

The project caught the attention of women

mainly, as they represent 80% of the followers.

They are 18 to 44 on average.

Our fans were located beyond the borders of

France : Maghreb, Canada, Europe.

As a proof of the strength of fans’ involvement :

they were sharing personal thoughts and mutual

confidence, fans became friends and met each

other in the real life.


a transmedia experience,

stretching over our borders

France

65%

France

65%

Algeria,

Morocco,

Tunisia

14%

Algeria,

Morocco,

Tunisia

14%

Canada,USA

7%

Canada,USA

7%

UK, Switzerland, Belgium,

Germany, Italy, Luxembourg

9%

UK, Switzerland, Belgium,

Germany, Italy, Luxembourg

9%

Africa

4%

Africa

4%


what did work

• A universal theme : Love.

• The written content allows a lot of flexibility (vs video), more reactivity

• With multiple channels people went to the story easily

• They were enthusiasts to be in contact and interact with one of their

favourite author.

• The participants have gone deeper into the novel’s world, participating

in the writing of (part of) it.

• The Fanfan2 project had created real connections between peoples.

• It has influenced their daily life : many of them have tested « recipes »

out and shared them after with the community.

• At the end of the project, a small group of core fans decided to spin

out the experience.


what didn’t…

• A non-mixed audience

• Less interactions on Twitter, still for influencers and early adopters.

• A low daily traffic on the mobile App.

• Some people didn’t catch well how to follow the daily story starting

from the most recent post.

• Difficulty to step into the story on Facebook for people beginning after.

• Inability to stick to the recent news and events.


key learnings

• Huge expectations from participants to meet people online and IRL.

• Starting with a famous author allows to foster interactivity quickly.

• Beyond the story, community management is key (… and time

consuming).

• 7 months is a long period for participants, best format should be a 3-4

month period.

• Facebook was the best place to find our audience but do not allow to

provide the best experience (look & feel, navigation,…)

• Less app development, more product placement into the storytelling.

• Fore brands, more than ROI, think ROE.


Are you inspired?

> Orange is re-launching the “ateliers de la

creation” in 2012 to support new

projects.

http://www.ateliers-orange.com

> The Transmedialab develops a toolbox

available on their website.

http://[email protected]

> A ‘bible’ of the Fanfan2 project will be

available for 2012.



thank you

[email protected]

@lerouxsylvain

Entertainment & Humor

Case Study Fanfan2 - Transmedia Meetup New York