Open Bug 1310479 Opened 3 years ago Updated 3 years ago

"Browse free or die" sticker offer is spooking users.

Categories

(Marketing :: General, task)

task
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(Not tracked)

People

(Reporter: caspy77, Unassigned)

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The attached image (a "Live free or die" sticker offer) was uploaded to reddit with concern that their client's computer had been compromised.
https://www.reddit.com/r/firefox/comments/57pgcd/i_was_working_on_a_clients_computer_downloading_a/

It's asking users to submit their name and address.

This is the second time I've seen reports from security-minded people concerned that this is malicious.

The first time I saw this they shared a screenshot of the browser window that showed their custom Firefox theme background being displayed into the top of the sidebar and seemed to have done a good job of eliminating malware as a possibility convincing me this was probably genuine communication from Mozilla.

Can someone confirm that this is from Mozilla?

Also, if it's still an ongoing campaign let's reconsider either it's presentation or existence.
Hi Caspy7. Thanks for filing the bug.

> 
> Can someone confirm that this is from Mozilla?

Yes, this is an Firefox onboarding anonymous experiment by Mozilla. We ran one for two weeks in July (v1.0 & v1.1) and another version the past two weeks (v1.2). The sticker was only offered after a user has successfully engaged with all onboarding content. It is not a random pop up.

If a user would have said "no thanks" or not answered the two /firstrun/ questions, they would have not received any onboarding content.

> 
> Also, if it's still an ongoing campaign let's reconsider either it's
> presentation or existence.

This wouldn't have been the first thing they ever saw or engaged with, so the sidebar should not be a surprise pattern for them. To get all the way to the reward sidebar (sticker), they would have had to successfully make it the entire way through onboarding on one of two possible content tracks:

A) Utility track via trying features

1) Try Firefox's built in search
2) Try private browsing mode
3) Try a fox theme (not Firefox theme)
4) Try the awesomebar to find their history and bookmarks
5) Understanding that Firefox is also available mobile

B) Values track via quiz style

1) Understand there is a non profit behind Firefox
2) Understand what makes Mozilla different
3) Understand Mozilla's position on privacy
4) Understand Mozilla's position on security
5) Understand Mozilla has a large volunteer community

Only after they have engaged with all of the 5 pieces of content above, would they be offered a free Firefox sticker. None of that information is being retained or has any other use giving the user a real thanks for getting to know more about Firefox and Mozilla.

This experiment was only in the United States and for English Windows visitors during a two week period of time. Since this is an experiment and both wins and loses are important for learning, we are gathering feedback, reviewing the test, and running user studies to see what we would take forward into future experiments.

Thank you!
As for the "Browse Free or Die" reward headline. That was an experiment for only the United States market and if sticker offers would be something of the future, it can be tailored by market or completely changed all together. Again, this isn't a campaign but an experiment to see what new user onboarding could be like in the future. We have ran a series of anonymous cohort experiments to isolate variables (content vs triggers vs segments) to understand what is working and what is not.

Experiment goal: improve retention of users who have installed Firefox (users completely new and existing users coming back on a new machine since there's a mix)

How: Have users try core features and understand that there is a non-profit organization behind Firefox.

Bug 1273191 is the tracking bug being used for v1.0-v1.2 and v1.2 of the experiment.
It certainly has some Firefox users worried. Mozilla tries to tell users to be careful what they click on and what information they give out then runs an experiment asking for personal information using a method that makes it difficult even for experienced users to figure out if it is genuine.

Example SUMO thread started by a contributor https://support.mozilla.org/forums/contributors/712280?last=70774
Example media comment http://www.ghacks.net/2016/10/17/mozillas-browse-free-or-die-problematic/

Potential experiment achievements:
Reward users for clicking on unknown popups.
Reward users for giving away personal information.
Encourage users to give away important Identity information, and click on what could be malware links in popups.
I wonder if popping out into a normal tab with a clear, secure, mozilla domain visible would solve all this.
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