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

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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adventure
the 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
unique
it brought an original dimension to the
novel, new potential and a new reality,
for both the readers and the author
transmedia
it’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 interaction
By creating occasions to share, stimulating, provoking
reactions and inviting readers/internet users to participate
Real meetings
By gathering and focussing a community around the author,
by creating connections and supporting meetings in real life
Contagious optimism
By 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

outcomes
The 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 Fanfan2
7 300 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
Twitter
4400 tweets
440 followers
1404 interactions
Facebook profiles
5 characters - 112 friends/
profile on average
Facebook pages
8700 fans for
Alexandre2 and Fanfan2
Website
112 000 unique visitors
The average time spent in
may : 02.40min
iPhone app
6300 downloads

a scheme generating related content
Website
119 love « recipes »
Quiz
5 lovers’ profiles
Facebook
2 940 000 publications
27 articles
16 videos
9975 interactions
7342 likes
Game
65 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://www.transmedialab.org
transmedia.contact@orange.com
> A ‘bible’ of the Fanfan2 project will be
available for 2012.

thank you
sylvain.leroux@orange.com
@lerouxsylvain

Case Study Fanfan2 - Transmedia Meetup New York

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