644369 - Fx4 upgrade INFLUENCER campaign - copy for custom facebook tab

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Jane Finette]

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. 

Use-case: 
A Fx4 user sees a CTA on our Fx 4 start page, which asks “Do you know someone
in your network who isn't currently using Firefox 4?  Can you help them upgrade
and save the web?” They click the CTA and are taken to a unique landing page
(on mozilla.com) which contains a step by step guide to helping ones friends
and family upgrade to Firefox 4. 

Content:
All content style should mirror our existing product and branding treatment.


Please read the campaign planning doc for more information:
https://docs.google.com/document/d/1Q1bFYjU8Z8S2m-y5fkO3njDvbgM8DBP1xjCaWKMunzw/edit?hl=en#

Timing:
To go live is 2-3 weeks after Firefox 4 GA - approx. April 11

Comment 1

[Jane Finette]

Attachment: Rough mock-up of the moz.com landing page / FB tab for reference

I'd like to use http://www.woot.com/minions as the inspiration for this page.
The mock-up attached is pretty rough, but I hope you'll get the idea.

Comment 2

[Jane Finette]

The Facebook custom tab will be a condensed version of the Influencer landing
page (Bug 643958)

FYI on the Facebook custom tab phasing. We are only concerned with Phase I for
this quick turnaround. 

:: Phase I
We will create a custom Facebook tab, that will be a shortened/condensed
version of the single landing page. Fans will be asked via various facebook
posts to participate and upon clicking will be taken to a custom tab. 
The Facebook fan will be asked to help their friends and family upgrade to
Firefox 4 and have an awesome experience of the Web. 

:: Phase II
As part of a second phase roll out of the Facebook component of this campaign,
Facebook fans will be able to directly ask X many of their friends to upgrade
to Firefox 4. In doing so, they will be awarded a special Facebook badge to
wear with pride on their page.  

NOTE: to restate: we are only looking for help with Phase I of design for now.

Comment 3

[Jane Finette]

Website draft copy is good now @ https://docs.google.com/document/d/1LysfccELTcfyPjCKTpa-mZTclHE_juoAN1WnXVQWolY/edit?hl=en&authkey=CJyI6YEP#

Please use if its helpful for this bug -- the content will need to be condensed into an even more succinct form please.

Comment 4

[Matej Novak [:matej]]

Attachment: INFLUENCER copy for Facebook tab

I did a pretty brutal cutdown for this. Let me know if lost anything important. Again, added Sean.

Comment 5

[Jane Finette]

Matej - this is great. Nothing missing IMHO. 

William -- as our resident FB expert - please would you also be able to comment if you have time (I know you are PTO friday).

Comment 6

[William Reynolds [:williamr]]

+1 to Jane's comments. I can't think of anything missing and do love the copy. Thanks Matej!

Would like to see the copy in the Facebook tab design just to make sure the length feels right.

Comment 7

[Jane Finette]

Super - thanks William.

Comment 8

[Tara (musingt)]

Thanks Matej!  Jane/William, I'm closing -- please ping if you need further help.