Mobile/Fennec/CameraCampaignBrief

Campaign Summary & Background

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.

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.

Objectives & Metrics

Increase awareness of Firefox for Android and drive engagement

• [P1] photos shared, download conversions
• [P2] campaign impressions, CTR to /mobile, bounce rate
  

Target

1. Android owners who use photo-sharing apps
2. Firefox desktop users who own Android devices (but not currently Firefox mobile users)
3. Existing Firefox for Android users
   

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
• I suggest a partnership with Lightbox or Vignette, Android camera apps (a la instagram), to use their photo filters in exchange for helping to advertise their application.
• Localized

Possible technologies:

• Camera API
  
• CSS hologram, animations
• Touch events
• Other demos: “motivational poster”

User flow:

• 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 use their webcam or upload photo
• Landing page will have button to take photo directly in the site (mock-up)
• User is then taken to a page where he/she can add simple HTML5 magic, photo filters and text (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

Marketing plan

• Online ads
  • Facebook
  • Blogs: Mashable, TechCrunch, Huffington Post, Lifehacker, other techie hipster blogs
  • Search: Google, Yahoo, Bing
• Mobile ads
• Co-marketing with Lightbox/Vignette
• Firefox channels
  • mozilla.org promotions
  • social media
  • snippets
  • community
    

Other:

Campaign name brainstorm:
Snap the Web
Shutter
Frames
Web frames

February holidays

http://wwwappskc.lonestar.edu/programs/stuorgan/iso/feb.html