Mobile/Fennec/CameraCampaign: Difference between revisions

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== Campaign Summary and Background<br> ==
== Campaign Summary  ==


A holiday campaign to acquire Firefox for Android users by promoting the new Camera UI which demonstrates Firefox as an engaging and compelling mobile browser to a mainstream audience. The campaign will be centered around a mobile optimized microsite which promotes the camera functionality and uses HTML5 technologies to create entertaining, fun and engaging user experience. The user can capture photos, decorate with filters and effects, and share via social networks and email right from the browser.
More campaign details and brief can be found here: [https://wiki.mozilla.org/Mobile/Fennec/CameraCampaignBrief wiki.mozilla.org/Mobile/Fennec/CameraCampaignBrief]


The campaign will help introduce Firefox to a more mainstream audience by showing off impressive technologies in a digestible way since Firefox for Android currently has a developer/tech-enthusiast following. Photo sharing apps are popular with mainstream audiences, and this campaign will give users an easy and fun way to capture, alter, and share. The Camera UI allows websites to integrate a camera functionality directly into the site, eliminating the need to use a separate camera app. This feature would make Firefox an engaging mobile browser because it offers web pages new opportunities to use the camera functionality for taking pictures, scanning, augmented reality, and more. <br>
A mobile optimized microsite/Web app that allows users to capture a photo right from the browser using Firefox's new camera UI.&nbsp; Users can then decorate the photo using photo filters (like popular apps), add text, and HTML5 magic.&nbsp; The enhanced photos can be shared via email or social networks.


== Objectives and KPIs<br> ==
== Objectives and KPIs<br> ==


== Target <br> ==
Increase awareness of Firefox for Android and drive engagement:&nbsp;


== Campaign Details <br> ==
*[P1] Photos shared: 80,000
**Spark (40k badges)
*[P1] Download conversions: 60k
**Spark (~40k)
*[P2] Campaign impressions: 10MM
**Spark (4MM)
*[P2] Time on website: (7mins)
**Spark (5mins), Markup (4.5mins), WebifyMe (5mins)


=== User Flow<br> ===
== Team<br> ==


== Marketing Plan<br> ==
Product Owner: Jaclyn Fu<br>  
Webdev:<br> L10N:<br>
QA:<br>
IT:<br>
Legal:<br>
UX:<br>
Creative:


== Timeline <br> ==
== Campaign details <br> ==


== Other brainstorm stuff<br> ==
*The microsite will be optimized for Firefox for Android, but should also work on other mobile browsers and on desktop.
**If a user visits on desktop, there will be a promo to encourage users to go on their mobile device
*Localized (es, de, ja, fr, ko, ru)
*Use back-end from Webify Me<br>
*Would need to create the photo filters and HTML5 effects in-house


Campaign name brainstorm:<br>Snap the Web<br>Shutter<br>Frames<br>Web frames <br>
=== Possible technologies: ===
 
*Camera API<br>  
*CSS [https://mozillademos.org/demos/holo-mobile/pixels/ hologram], [http://hacks.mozilla.org/2011/06/rofox-a-css3-animations-demo/ animations]
*[https://mozillademos.org/demos/motivational/demo.html# Touch events]
*Other demos: “[https://mozillademos.org/demos/motivational/demo.html# motivational poster]”
 
=== User flow:<br> ===
 
#User visits “holidaycampaign.mozilla.org” on their mobile device
#*If user visits from desktop, will be prompted to go on their mobile - site will have device detection.
#*Desktop users will also be able to upload photo (using webcam function might detract from story too much)
#Landing page will have button to take photo directly in the site ([https://docs.google.com/drawings/d/1albEBOaPGP9eFHbAAyW6Ikkxg32U0Co9M29UpEaUtxk/edit?hl=en_US mock-up])
#User is then taken to a page where he/she can add simple HTML5 magic, photo filters and text ([https://docs.google.com/drawings/d/1U-LlCW-QCJ_No9-JiCapUqEkK3RLvDjIj8jD3qH1Bh0/edit?hl=en_US mock up])
#Last page will have options to share on Facebok/Twitter/email and more information on Firefox for Android, and download button
#*The shared content will also have a download button as well as link to /mobile
#*Users can opt-in to share publicly on campaign's microsite (check boxes for where to share) <br>
 
== Timeline <br> ==
 
Q4 development
 
Q1/Feb launch
 
== Meetings<br> ==
 
[http://etherpad.mozilla.com:9000/z9XLMuBlOI 10/4/2011]

Latest revision as of 21:09, 14 October 2011

Campaign Summary

More campaign details and brief can be found here: wiki.mozilla.org/Mobile/Fennec/CameraCampaignBrief

A mobile optimized microsite/Web app that allows users to capture a photo right from the browser using Firefox's new camera UI.  Users can then decorate the photo using photo filters (like popular apps), add text, and HTML5 magic.  The enhanced photos can be shared via email or social networks.

Objectives and KPIs

Increase awareness of Firefox for Android and drive engagement: 

  • [P1] Photos shared: 80,000
    • Spark (40k badges)
  • [P1] Download conversions: 60k
    • Spark (~40k)
  • [P2] Campaign impressions: 10MM
    • Spark (4MM)
  • [P2] Time on website: (7mins)
    • Spark (5mins), Markup (4.5mins), WebifyMe (5mins)

Team

Product Owner: Jaclyn Fu
Webdev:
L10N:
QA:
IT:
Legal:
UX:
Creative:

Campaign details

  • The microsite will be optimized for Firefox for Android, but should also work on other mobile browsers and on desktop.
    • If a user visits on desktop, there will be a promo to encourage users to go on their mobile device
  • Localized (es, de, ja, fr, ko, ru)
  • Use back-end from Webify Me
  • Would need to create the photo filters and HTML5 effects in-house

Possible technologies:

User flow:

  1. User visits “holidaycampaign.mozilla.org” on their mobile device
    • If user visits from desktop, will be prompted to go on their mobile - site will have device detection.
    • Desktop users will also be able to upload photo (using webcam function might detract from story too much)
  2. Landing page will have button to take photo directly in the site (mock-up)
  3. User is then taken to a page where he/she can add simple HTML5 magic, photo filters and text (mock up)
  4. Last page will have options to share on Facebok/Twitter/email and more information on Firefox for Android, and download button
    • The shared content will also have a download button as well as link to /mobile
    • Users can opt-in to share publicly on campaign's microsite (check boxes for where to share)

Timeline

Q4 development

Q1/Feb launch

Meetings

10/4/2011

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