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= 5 Years of Firefox  =
= 5 Years of Firefox  =


This page covers details of a marketing and community engagement campaign centered around the 5th anniversary of the Firefox 1.0 release (coming up on November 9, 2009).  
This page covers details of the Five Years of Firefox Project. The page acts a a repository for project information, milestone tracking and dependencies. The  5th anniversary of the Firefox 1.0 release is on November 9, 2009.  


= Goals  =
= Goals  =
   
   
*Tell our story on why we're here, what we've accomplished and where we're going.  
* Tell our story on why we're here, what we've accomplished and where we're going.  
*Bring awareness of Firefox's impact on the individual web experience and the browser industry as a whole
* Bring awareness of Firefox's impact on the individual web experience and the browser industry as a whole
* Celebrate our accomplishments and come together even stronger for the next exciting chapter
* Celebrate our accomplishments and come together even stronger for the next exciting chapter


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=== Website  ===
=== Website  ===


*Page will be hosted on Spread Firefox (URL: www.spreadfirefox.com/5years)  
* Page will be hosted on Spread Firefox (URL: www.spreadfirefox.com/5years)  
*Design is being created by Sean Martell (Mozilla Designer)
* Design is being created by Sean Martell (Mozilla Designer). See below.
* Development will be out sourced to Zemoga  
* Development will be out sourced to Zemoga. See below.




=== Video  ===
=== Video  ===


*Short video that tells our story in an compelling, entertaining, and engaging way.  
* Short video which tells our story in a compelling, entertaining, and engaging way.  
*Rough structure: starting with what the web was like in 2004, it explains the process of how Firefox was built and spread around, what we've accomplished in the last 5 years and our vision for the future.  
* Rough structure includes: showing what the web was like in 2004, explaining the process of how Firefox was built and spread around the globe, what we've accomplished in the last 5 years and our vision for the future.  
*The video will be made available to our l10n teams to work on localizing subtitles.  
* The video will be made available to all our l10n teams to work on localizing subtitles.  


=== Community Participation  ===
=== Community Participation  ===


*Encourage Firefox fans to participate in the campaign by giving them the opportunity to sign a birthday card to Firefox.
**This would be accomplished through a basic form field on the site.
**People would also have the option of distributing their birthday message via Twitter to make it more viral.
**Possible opportunity to collect email addresses here for future use.
*Birthday card itself could take the shape of a Firefox logo made up of people's names or individual messages. Specifics of this concept need to be fleshed out.
*What's lacking: the extra incentive that will encourage more casual Firefox fans to sign their names. For example, the NYT ad in 2004 allowed people to directly participate in a very high-profile advertisement. The Download Day campaign in 2008 allowed people to help set a Guinness World Record. What can we offer people to get people to take part in this? Probably needs to be something more tangible and long-term than a logo mosaic. An offline component would be ideal.
**Rough idea: NYT ad 2.0 - we'll take out major newspaper ads (in the style of the 2004 version) in the first 5 countries who submit 25,000 names.
**Rough idea: some sort of charity donation.
**Rough idea: physical monument somewhere with all the names listed on it.
**Rough idea: offer some sort of certificate or thing you could print out to display that you'd participated.
*Another rough idea for participation: Have people tell their own story about how Firefox changed their web experience or life in the last 5 years, using blog posts, tweets, notes on Facebook, videos(?), or other social networks.
** Example story: ''"Five years ago, you couldn't choose what type of computer of device you wanted to use to browse the web, since all websites were designed to work with IE on Windows. Something as basic as surfing from your mobile device -- something we take for granted today -- was completely out of the question. Microsoft was in full control of the Internet and your web experience. This all changed when Firefox was released. Finally, web developers could design web sites that used web standards instead of designing web sites to work for IE. Finally, users could experience web sites the way they were meant to be. Finally, the web was accessible to everyone. In a nutshell, Firefox is the reason why we can surf the web using our iPhones, Linux netbooks, or OpenSolaris PCs, because Firefox set the web free."''
** Encourage people to either tag/hashtag their story or submit it on e.g. a form we host, so we can track and aggregate all these stories.
** Add a "Firefox 5 years" section/microsite with featured stories, full listing of stories, and ability to submit your own.
** Rotate quotes/blurbs from people's personal stories on the mozilla.com start page as an incentive for people to post and be part of the celebration. Clicking on this blurb takes you to the microsite where you can read the full story and others.
** Bonus feature: In the story submission form, add a field to upload a photo of yourself. This photo would be seen together with the story, but we could also use it to create a photo mosaic (e.g. [http://larryfire.files.wordpress.com/2008/11/obama20mosaic20small.png something like this]) of the Firefox logo.
*** Make this photo mosaic available as a PDF to print and frame
*** Post it in the NYT?


=== Marcom  ===
=== Marcom  ===


*Ways we'll spread the word about this campaign
*Ways we'll spread the word about this celebration
**Google snippet (running for the entire month)  
**Start Page snippet (running for the entire month)  
**Promo on First Run/What's New pages  
**Promo on First Run/What's New pages  
**Other mozilla.com links  
**Other mozilla.com links  
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**Spread Firefox  
**Spread Firefox  
**Social channels - Facebook, Twitter, etc  
**Social channels - Facebook, Twitter, etc  
**Big PR push to tech and mainstream media
**PR to tech and mainstream


= Dependencies  =
= Dependencies  =


=== Marketing/Evangelism ===
=== Marketing/Evangelism ===
* Will need broad support from the team to execute these ideas in short timeframe.
* Jane - Project Manager
* Tara - Design & Video
* Mary - Community Partipation
* Sarah - Events / Parties and Swag
* John - Copy & all round support
 
* Chris B - Copy for hacks.mozilla.org blog post on technical accomplishments in 5 years


=== Design ===
=== Design ===
* Overall direction and page design by Sean, but other elements will likely be farmed out to others
* Overall direction and page design by Sean, but other elements will likely be farmed out to others
* Needs include:
* Needs include:
**Site
** Creative Collective
**Creative Collective
** Affiliate Button  
**Affiliate Button  
** T-Shirt  
**T-Shirt  
** Template for light shining  
** Template for light shining  
**Special campaign logo/image to be used in promotion and outreach  
** Special campaign logo/image to be used in promotion and outreach  


* Website design:
* Website design and funcationality:
**General design direction: scrapbook / photo album theme to convey a sense of Firefox's history and accomplishments. Main focus will be on the video and "light of Firefox participation (details below). Background design elements will use iconic Firefox images from the past 5 years.  
**General design direction: scrapbook / photo album theme to convey a sense of Firefox's history and accomplishments. Main focus will be on the video and "light of Firefox participation (details below). Background design elements will use iconic Firefox images from the past 5 years.  
**Iconic historical images could include (but aren't limited to): NYT ad, crop circle, classic t-shirts, Guinness World Record Certificate for Download Day 2008, Firefox 3 robot, Foxkeh, "don't hurt the web" illustration, dino head, photos from past community gatherings  
**Iconic historical images could include (but aren't limited to): NYT ad, crop circle, classic t-shirts, Guinness World Record Certificate for Download Day 2008, Firefox 3 robot, Foxkeh, "don't hurt the web" illustration, dino head, photos from past community gatherings  
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=== WebDev ===
=== WebDev ===
* Development will be out sourced to Zemoga  
* Development will be out sourced to Zemoga  
* Zemoga to start work Oct 19th. Carlos at Zemoga and Jane from Mozilla with Project manage the build
* Zemoga to start work Oct 19th. Carlos at Zemoga and Jane from Mozilla with Project manage the work


=== l10n ===  
=== l10n ===  
* L10n for the video and website will be made available to all locales to participate. The web site content and video language is relatively short, however, we still require  
* L10n for the video and website will be made available to all locales to participate. The web site content and video language is relatively short, however, we will still require super quick help from the localizing teams.


=== QA ===  
=== QA ===  
* Stephen D & Tim on board. Only one week to test. Focus on building a test plan and ask l10n communities to help with testing.  
* Stephen D & Tim on board. Only one week to test. Focus on building a test plan and will ask l10n communities to help with testing.  


=== IT ===  
=== IT ===  
* Jane has reached out to mrz - need to nail down details.
* Matthew updated, waiting for more instructions.
 
= Success Metrics =
* PR pickup
* Page views for microsite
* Video views
** # of signees on the card


= Schedule  =
= Schedule  =
Campaign Launch Date: Nov 9 in Asia? (e.g. Nov 8 in PAC?)
SHIP NOVEMBER 9TH @ 12:00 midnight PAC


* Video:
* Video:
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*** Test plan
*** Test plan
*** Functional plan
*** Functional plan
*** Web dev release planning  
*** Web dev release planning
 
SHIP NOVEMBER 9TH
 
= Additional Info =
* Notes from an earlier brainstorming session are located [https://wiki.mozilla.org/Five_Years_of_Firefox here].
Jfinette
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