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
before Fanfan2, there was Fanfan, the successful novel
by Alexandre Jardin
Fanfan is Alexandre Jardin’s best-seller which
...
the Fanfan2 Project is the innovative collaboration
between an inventive author and a major digital
brand creating an uniq...
adventure
the project allowed readers to
discover content in a multi
linear and nomad fashion, to
follow the adventure in ...
in practical terms
for 7 months, Orange put forward
publications of a free daily novel on a
dedicated website, on Facebook...
Twists and interaction
By creating occasions to share, stimulating, provoking
reactions and inviting readers/internet user...
the principle of the Fanfan2 experience
Alexandre (Alexandre Jardin’s character)
shares his love « recipe » everyday with
...
all digital platforms were mobilized
Several ways to enter
the fictional world
Case Study Fanfan2 – Sylvain Leroux - Oct 2...
a dedicated website
to step into the adventure
Case Study Fanfan2 – Sylvain Leroux - Oct 2011
a Facebook page to follow the story
and interact with the author and the community
A page coordinated in real time by a de...
Twitter accounts for real time updates
and providing content for the iPhone App
Case Study Fanfan2 – Sylvain Leroux - Oct ...
an iPhone and iPad app
to enhance the adventure
Case Study Fanfan2 – Sylvain Leroux - Oct 2011
a game to fix the adventure in reality
and strengthen participation
The principle: fans are asked to
write their own story...
meetings set between the Fanfan followers
The principle: fans
meet up in Paris in a
meaningful place in
the novel, to leav...
a transmedia initiative
providing experience and content
Facebook Fanfan2
iPad app
iPhone app
Website
Facebook
Alexandre2
...
Case Study Fanfan2 – Sylvain Leroux - Oct 2011
outcomes
The co-ordination of the character’s profiles on
Facebook and Twit...
Page Alexandre2
1 450 fans
Peak of comments per day over the period: 175
Paek of active users per day over the period : 88...
a traffic-generating scheme
Twitter
4400 tweets
440 followers
1404 interactions
Facebook profiles
5 characters - 112 frien...
a scheme generating related content
Website
119 love « recipes »
Quiz
5 lovers’ profiles
Facebook
2 940 000 publications
2...
an experience generating huge media
coverage
VISUEL EN COURS
Case Study Fanfan2 – Sylvain Leroux - Oct 2011
and enthusiastic reactions from participants
Case Study Fanfan2 – Sylvain Leroux - Oct 2011
a very active female community
The project caught the attention of women
mainly, as they represent 80% of the followers.
T...
a transmedia experience,
stretching over our borders
France
65%
France
65%
Algeria,
Morocco,
Tunisia
14%
Algeria,
Morocco,...
what did work
• A universal theme : Love.
• The written content allows a lot of flexibility (vs video), more reactivity
• ...
what didn’t…
• A non-mixed audience
• Less interactions on Twitter, still for influencers and early adopters.
• A low dail...
key learnings
• Huge expectations from participants to meet people online and IRL.
• Starting with a famous author allows ...
Are you inspired?
> Orange is re-launching the “ateliers de la
creation” in 2012 to support new
projects.
http://www.ateli...
Case Study Fanfan2 – Sylvain Leroux - Oct 2011
thank you
sylvain.leroux@orange.com
@lerouxsylvain
Case Study Fanfan2 - Transmedia Meetup New York
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Case Study Fanfan2 - Transmedia Meetup New York

  1. 1. Fanfan2, case study Sylvain Leroux – Brand Team Transmedia New York City Meetup Film Society Lincoln Center – Oct 2011
  2. 2. presents
  3. 3. introduction video case study http://youtu.be/mXPLF7UVZws
  4. 4. 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 Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  5. 5. 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. Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  6. 6. the Fanfan2 Project is the innovative collaboration between an inventive author and a major digital brand creating an unique experience x = = Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  7. 7. 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 Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  8. 8. 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. Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  9. 9. 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… Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  10. 10. 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 Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  11. 11. all digital platforms were mobilized Several ways to enter the fictional world Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  12. 12. a dedicated website to step into the adventure Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  13. 13. 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 Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  14. 14. Twitter accounts for real time updates and providing content for the iPhone App Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  15. 15. an iPhone and iPad app to enhance the adventure Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  16. 16. 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 Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  17. 17. 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. Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  18. 18. 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 Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  19. 19. Case Study Fanfan2 – Sylvain Leroux - Oct 2011 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
  20. 20. 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 Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  21. 21. 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 Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  22. 22. 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) Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  23. 23. an experience generating huge media coverage VISUEL EN COURS Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  24. 24. and enthusiastic reactions from participants Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  25. 25. 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. Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  26. 26. 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% Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  27. 27. 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. Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  28. 28. 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. Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  29. 29. 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. Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  30. 30. 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. Case Study Fanfan2 – Sylvain Leroux - Oct 2011
  31. 31. Case Study Fanfan2 – Sylvain Leroux - Oct 2011 thank you sylvain.leroux@orange.com @lerouxsylvain

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