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Cinema, Entertainment & Transmedia Storytelling

She Who Had Never Seen Friends

How PiNGs and LaDCF built a vibrant, self-sustaining fan ecosystem for the feature film launch: embodied by fictional persona Rachel Karlson, powered by the L'Aventure Webapp (+20K followers in 14 days), and launched at Club 13 Paris.

Rachel Karlson — She Who Had Never Seen Friends feature film
Client LaDCF
Sector Cinema & Entertainment
Expertise Transmedia Storytelling, Webapp & Events
Impact 12M Views & +20K Followers
12M
Cumulated Social Media Views
+20K
New Engaged Followers in 2 Weeks
35%
Average Engagement Rate (+49%)
38%
Opt-in & Completion Rate (2,000 ans)

The Context: Generating Organic Hype Around the Film

To support the theatrical release of She Who Had Never Seen Friends (Celle qui n’avait pas vu Friends), film distributor LaDCF aimed to move beyond conventional movie promotion. The goal was to build a loyal, active community emotionally attached to the film's narrative through a blend of storytelling, social media experiences, digital activations, and physical events.

Key mandates assigned to PiNGs:

  • Build an Organic Target Audience: Unify thousands of moviegoers into an engaged fan base prior to theatrical release.
  • Continuous Immersive Storytelling: Bring key movie characters to life beyond the theater screen via interactive formats.
  • Reusable Engagement Model: Design a scalable transmedia activation framework applicable to future film releases.

The Approach: A 4-Pillar Ecosystem

Working in close weekly alignment with LaDCF, PiNGs developed a complete 360-degree transmedia strategy:

Activation 1

Fictional Character: Rachel Karlson

Creation of a fictional social media account embodying a central character. Daily storytelling featuring a grief-stage interactive diary, podcasts, reels, and stories.

Activation 2

Interactive Webapp "L'Aventure"

Mobile digital platform offering interactive quests, community polls ("Breaking up over a TV series, really?!"), and the "Support Rachel" contest.

Activation 3

VIP Launch Night at Club 13

Exclusive screening and cocktail party uniting key influencers (cinema, lifestyle, beauty, travel) and film cast to kickstart the core community.

Activation 4

Live Media Space at TechCannes

Adapting the activation for the TechCinema event: hosting a live media hub, producing custom adventures, and bridging Tech & Entertainment.

Activation Interfaces & Event Showcase

Sleek mobile UI designed for viral social interaction and fan participation:

L'Aventure interactive Webapp - Support Rachel
VIP Launch Event at Club 13 Paris
Rachel Karlson — Fictional storytelling and character development

Results & Business Impact

Within just two weeks, the transmedia ecosystem delivered outstanding performance:

Virality & Massive Reach

12 million views and over 2,500 comments driven by Rachel Karlson's scripted narrative content.

Opt-In & Qualified Data

38% survey completion rate with 2,000 responses and qualified marketing opt-ins for the film release.

"This project proved the power of structured transmedia storytelling: by bringing characters to life beyond the theater, we transformed casual moviegoers into a passionate community of brand advocates."