Engagement/Firefox/4/Upgrade
Contents
Direct Segmented Download Campaign - Phase I - EN-US
Purpose: As Firefox launches it is important for us to reach Fx 3.6 users and get them to upgrade to Fx 4 as soon as possible.
We're creating a direct marketing campaign that connects with Fx 3.6 users directly at all touch points Mozilla controls with segmented messages, and drive traffic to specially created download pages which continue the segmented message and CTA to download Firefox 4.
Use-case: A Fx3.6 user sees CTA from a snippet about Firefox 4 being the best browser for online gaming. They click the CTA and are taken to a unique download landing page (a version of: http://www.mozilla.com/en-US/firefox/), which contains specific visuals and messages that directly speak to an online gamer.
Audience:
- A Fx 3.6 mainstream user
- Hard to reach Fx users - last 50-80M after the main update
Project bug:
Schedule:
- 4/1 Design / Copy assets complete
- 4/4 Web dev begins
- 4/7 Code freeze
- 4/12 GO LIVE
Direct Segmented Download Campaign Phase II - L10N
Purpose: As Firefox launches it is important for us to reach Fx 3.6 users and get them to upgrade to Fx 4 as soon as possible throughout the Mozilla worldwide community of users.
We're creating a now localized direct marketing campaign that connects with Fx 3.6 users directly at all touch points Mozilla controls with segmented messages, and drive traffic to specially created and localized download pages which continue the segmented message and CTA to download Firefox 4 for each locale.
See here for more details: https://wiki.mozilla.org/Engagement/Firefox/4/Upgrade#Direct_Segmented_Download_Campaign
Audience:
- A Fx 3.6 mainstream user
- Hard to reach Fx users - last 50-80M after the main update
Project bug:
- To be filed
Schedule:
- 4/12 En-US will go live
- TBC Design / Copy assets complete
- TBC L10n complete
- TBC Web dev begins
- TBC Code freeze
- TBC GO LIVE
Influencer campaign - Phase 1 - EN-US
Purpose: As part of launching Firefox 4 - we want to continue to encourage others to share how awesome Firefox 4 is and tell all their friends and family.
This campaign is designed to reach Firefox influencers and existing Firefox 4 users to take action and help others in their circle of friends and family upgrade. We're creating a fun and compelling cue for those influencers with a message strong enough that friends share.
The page is will be mainly static with a few sharing options: facebook sharing dialogue, twitter sharing dialogue, email overlay (does not actually send an email).
There will also be a Facebook custom tab that mirrors the mozilla.com page.
Audience:
- Existing Firefox 4 users
- Fan base
- Contributors
Project bug: https://bugzilla.mozilla.org/show_bug.cgi?id=644366
Schedule:
- 4/1 Design / Copy assets complete
- 4/4 Web dev begins
- 4/6 target date for stage
- 4/6-8 QA & Security review
- 4/12 GO LIVE
Influencer campaign - Phase II - L10N
Purpose: As part of launching Firefox 4 - we want to continue to encourage others to share how awesome Firefox 4 is and tell all their friends and family. As part of a second phase, we want to allow all Mozilla locales to participate in this campaign, and encourage global upgrade.
This campaign is designed to reach Firefox influencers and existing Firefox 4 users to take action and help others in their circle of friends and family upgrade. We're creating a fun and compelling cue for those influencers with a message strong enough that friends share.
The page is static with a few sharing options: facebook sharing dialogue, twitter sharing dialogue, email overlay (does not actually send an email).
There will also be a Facebook custom tab that mirrors the mozilla.com page. There is a querstion mark about whether we will create a localized custom facebook tab.
Audience:
- Existing Firefox 4 users
- Fan base
- Contributors
Project bug: To be filed
Schedule:
- 4/12 EN-US go live
- TBC Design / Copy assets complete
- TBC L10n complete
- TBC Web dev begins
- TBC target date for stage
- TBC QA & Security review
- TBC GO LIVE
