Closed Bug 685951 Opened 14 years ago Closed 13 years ago

[BYOB machine] landing page copy and campaign header

Categories

(Marketing :: Copy, task)

Product:
Marketing
Component:
Copy
Platform:
x86
macOS
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
RESOLVED FIXED

People

(Reporter: tshahian, Assigned: matej)

References

Details

No description provided.
Blocks: 685973
Lets use this bug to brainstorm names for the machine / header, and sub-head / introducing the campaign. The landing page will help frame the rest of the pages. Matej, go go go !
OK guys, here's my first list of potential names. Let me know what you like and what you don't. That might help spark some new thoughts. And if you have any ideas of your own, please share them as well. (Some of the names don't have Firefox built in to them, but I imagine the logo or wordmark would still appear prominently with them, or we could work the name in somehow. Just so no one gets too hung up on that now. This is more to see what names/ideas are resonating with people, especially those that conjure up some good visuals for Sean.) Firefox Factory Firefox Web Workshop Firefox Web Works The Browser Mill Firefox Maker's Mill The Browser Build-a-matic Make Firefox Firefox Design Studio Your Browser, Inc. Firefox Browser Plant Firefox Browser Builder Big Browser Builder Firefox Wish Fulfillment Division Department of Wish Fulfillment The Browser Machine The Web Machine The Firefox Thingamabob Firefox Digital Conveyor What You Want Is What You Get
Thank you Matej! Here are my quick thoughts: * I think we should def. have "Firefox" in the name. That's pretty key in my mind. And the sub-head should explain the purpose of the site and reference the machine and CTA more directly. * I personally would like to avoid references to "factory" or "mill" - things that (to me) trigger thoughts of labor workers and puppy mills (sad face). Maybe I'm just over-analyzing, but even something like "plant" makes me think of nuclear plants :) smoke stacks, etc... * Out of these references, I prefer something like "workshop" since at least that might be associated with something a little more magical and fun (santa's workshop, the teddy bear workshop, some other magical workshop, etc). I think even something like "Builder" - if supplemented with a fun adjective would work. I guess I'd like to be a little more whimsical with this and come up with a name that's a little more fun. some of these feel a little dry to me :( Not sure if this helps, but that's my initial take. Great start, but I'm not seeing anything that really jumps out at me here. What do others think?
"The Browser Build-a-matic" and "The Firefox Thingamabob" conjure up more magical imagery, maybe? I made a list of my faves which contained the "mill" and "builder" options, but I think Tara makes a good point that those options may be associated with mechanisms less fantastical than we're aiming to take this concept? Great start though, Matej!
+1
Agreed with the concerns over words like factory or mill. The ones Lee called out in comment #4 are interesting, but seem really hard to localize. How big a concern is that?
Thanks Matej! (In reply to John Slater from comment #6) > The ones Lee called out in comment #4 are interesting, but seem really hard to localize. How big a concern is that? A major one. I would like to stick to something not too idiomatic. My 2 personal faves so far: - Make Firefox - Firefox Web Workshop
"Workshop" has a pretty magical ring to it. Maybe just "Firefox Workshop"?
I'd like to throw in a different opinion, especially on the word factory. If you think of Charlie and the Chocolate Factory or the Coca Cola Happiness Factory campaign, that word can easily take on a fun, whimsical meaning if we pair it with the right imagery. Even the word mill takes me to images of rolling hills in the countryside rather than anything unseemly. I'm not necessarily fighting for using them, but I'd hate for us to dismiss anything based on concerns that may not be relevant once we design this thing. (I think even builder or machine could be really fun.) As for tone, I was aiming for something a little more straightforward given the concerns about localization and this not seeming too Christmas-focused or US-centric. I think with the right design, any of these names could be really elevated. All that said, I like workshop quite a bit (evokes Santa to people who celebrate Christmas, but it isn't just tied to that for people who don't), but for some reason Firefox Workshop sounds a bit abrupt to me. It feels like it needs an adjective in the middle: web workshop, browser workshop, magic workshop, fantastic workshop... But let me know if that's just me. Totally happy to keep going, but would be good to get some consolidated direction before I do. Would also like Sean to weigh in (just added him) to see if anything pops for him design-wise. Thanks for the thoughts, all!
Hey Matej, all great thoughts. I mostly agree, but have different opinions in some areas. I think pairing these with a certain design will certainly help, but I don't think the name should require imagery for it to be inspiring or evoke certain feelings. I agree that basic words like "factory" "builder" and "machine" could work if paired with the right adjective. That's what I said in my earlier comment as well. I feel like the options so far are too dry/direct - I was hoping for something more evocative by throwing in words like "fantastical" "magical" or whatever. Not suggesting these exact words, but your examples are exactly right: Add "happiness" and everything changes. So, that's more along the lines of what I was going for, personally. And neither "happiness factory" nor "chocolate factory" need an image for them to conjure up happy thoughts in my head. Though the image obviously supports and enhances the experience. So, while I still think that we should avoid words like "mill", I think we can call this what it is / with simple references (machine, workshop, builder, etc), but brainstorm adjectives that will help bring it to life in the appropriate way (with localization factored in). I'd also avoid names that are too abstract. I think the name should at least hint at (if not directly reference) the function of this machine and overall purpose of the site. That said, we can maybe take more inspiration from the actual purpose of the site. This is some type of machine, yes. You get to build/customize your own version of Firefox, and send/share it with others. Maybe it's some type of Firefox share machine? I don't know. Just trying to avoid very vague names. "gift chrome", is pretty simple and direct. I get it. "Make Firefox" feels a bit incomplete to me. Make it what? "Firefox Web Workshop" is vague too... what does this mean? (sorry Greg).
I think this is a great start. Just to throw in my thoughts. Workshop makes me think of something like a drama workshop or skills workshop. Like I'm going to come out of the experience having learned something. The Firefox Web Workshop is going to teach me how to view source or code html. I'm a fan of the Firefox Factory (though maybe something like the Fantastical Firefox Factory - though that may be a little close to the Fantastic Mr. Fox) and Firefox Browser Builder (maybe a Firefox Better Browser Builder?). In terms of l10n challenges, could this be an opportunity to work with the locales to come up with a name that works for them? I realize that becomes complicated in terms of design and choosing a URL, but machine vs workshop may have very different connotations from region to region.
Good discussion. Firefox Browser Builder does have a nice ring to it. Sean, what sparks your creative process here?
+1 on including l10n in the process. Maybe we can add a boiled down list to the world-ready email. I expect terms like 'builder', "...-a-matic" or " Inc" to be difficult to translate versus well-known and simple references like factory, workshop, machine... One think I would like to avoid is using anything over-enthusiastic or childish (let's go easy with the "magic") I agree with other comments so far. I think factory can worked if paired with something smoother and inspirational. Workshop is interesting as it conveys an idea of handmade, craftsmanship, quality (ie a human-touch) which might resonate very well in many locales. Another I like about it is that it implies that every item is unique which would serve the larger messaging around personalization and user control. Workshop also refers to classes as Chelsea pointed out, but I am not sure if that a bad thing. How about something like or along the lines of "My Firefox Workshop"? (In reply to Tara from comment #10) > I'd also avoid names that are too abstract. I think the name should at least > hint at (if not directly reference) the function of this machine and overall > purpose of the site. Suggestion: if we feel the title doesn't communicates the purpose clearly enough, we could bundle it with a tagline that gives visitors a clear idea of the purpose of the site. Maybe something like: FIREFOX WORKSHOP / FACTORY / ... [INSERT FINAL NAME HERE] "Enhance the Web of someone you like, build a browser that is perfect for them." OR "The people you care about deserve a better browser. Build it for them." Of course, these two sound terrible but just an idea...
OK, here's another bunch of contenders. Please keep the feedback coming. It's definitely helping to focus my thinking. The Firefox... Wonderful Web Workshop Customization Contraption Fantastic Factory Fantastic Browser Factory Imagination Machine Sharing Center Fantastic Browser-Building Gizmo Amazing Browser-Building Gadget Browser Builder Better Browser Builder Most Excellent Browser Builder (OK, now I'm just getting silly) Browser Buildarium Fantastic Fashioner Dynamic Browser Fashioner
(In reply to Gregory Jost from comment #13) > FIREFOX WORKSHOP / FACTORY / ... [INSERT FINAL NAME HERE] > "Enhance the Web of someone you like, build a browser that is perfect for > them." > OR "The people you care about deserve a better browser. Build it for them." > > Of course, these two sound terrible but just an idea... Not terrible at all. Really good thought-starters for me. Thanks!
Great stuff. My 2 cents: * I think anything beyond 3 words is too long :) and can only imagine how hairy it will become when localized. So, lets keep it to 3 words max. * "Buildarium" is my favorite. Matej !!! that cracked me up. * I like trying to incorporate "customization" or "builder" in there somewhere, simply because it captures the main function of the site... I also like incorporating the notion of sharing in there somehow, but perhaps that might sound too social media-ish. I guess the trick is to find what key words to put in the header, and what we can throw in the sub. * For what it's worth, we already have the Firefox Tweet Machine, so... maybe we can build off of that and do something similar: Firefox [blah] Machine. This is my personal vote. This isn't a factory, it's essentially a machine that builds custom versions of Firefox and shoots it off to your friends. * I personally like words like machine or builder more so than factory / workshop. but that's just me. I feel like factory and workshop can work, but generally have other connotations that don't really feel like a strong fit... and the idea of a whimsical machine that you build something with just resonates with me more.
Also: Factory implies that you're mass producing a single item. (assembly lines, etc) vs. custom hand crafted goods with that personal touch. Workshop is better, and has that organic hand-crafted feel to it... but it's still not sending the right message to me given the other interpretations of the word. I know we can't find the perfect reference here, and there are other (not so great) interpretations of "machine" or "builder"... but I feel like those two are better aligned with what this is, than the other words. As long as you pair it with the right word and that touch of whimsy...
I prefer (and recommend) machine over builder. Builder is great for English but super specific and therefore harder to translate. Machine is more open-ended and provides more flexibility for l10n.
I feel like we're starting to nitpick the kinds of details a user isn't going to think or worry about. It's not that I disagree, but these things are so personal and subjective that we're never going to hit on a single word that *everyone* loves or thinks is just right. It's going to come down to being a combination of fun, evocative and informative (plus the right visuals), but I don't think we need to tell the whole story in the headline. I'd also really like to get Sean's thoughts here. Paging Mr. Martell. Mr. Martell, please report to Bugzilla. Also, FWIW I really like Customization Contraption.
you have to summon Sean with a special ping, otherwise he won't show. ****~ PIIINNNGGGG ~****
Also, sorry Matej I think you hate me right now: * I agree the whole story isn't jammed in the title, but given that this is intended to be a relatively simple app with a clear focus/function vs. a general website or campaign... I think it makes sense to have the title echo that vs. it being too generic or vague. That's my personal opinion there. * I also like throwing customization in there if it makes sense, but that could also be the added context piece in the sub-head. I'm not a big fan of "contraption" to be honest. I personally vote for the >> Firefox [something] Machine. Maybe it's not as exciting, but it works for me. More so than the other ones. * I'm not expecting to find something we all love or that just works 100% without alternate interpretations (etc), agree that that's impossible - but I think it's worth discussing in detail as we have been to find something that works and at least feels great to most of us. I agree, maybe we're over-thinking in the sense that it doesn't need to have some super crazy name, but keeping it simple. I guess it's just about that oh so perfect "balance". Anyway, thanks Matej :)
Sean may respond to this: http://cl.ly/02353R3C3u1U1m2G3e1w
I keep getting mid-air collisions. my brain hurts. If we want to stick to 3 words, "Firefox Browser Factory" or "Firefox Creation Machine" are nice and clean. I also enjoy: Fantastic Factory Imagination Machine Browser Builder Browser Buildarium (ohsum ohsum ohsum, but l10n scary)
Thanks Sean, I was about to suggest we place some liquor and a lighter here on the bug and walk a way to lure you in. And, here you are :) Matej, does that help? I feel like our feedback is sort of aligned yet still all over the place a bit. I like Sean's direction into the act of "creating". better word than "build", but gets the same message across. I love the word Imagination, but I feel like those are titles that just don't mean much outside the context of this page... and I feel like it's too vague. I vote Firefox [something] Machine :) or, The [something] Firefox Machine machine machine machine!
If people are liking Buildarium (or anything less straightforward), I'm happy to work with localizers to help them come up with something similar in their languages. Alternately, we could use that in English and come up with a simpler name to be localized. Just wanted to throw that out there so we don't feel like we're settling on something. Greg, Chelsea, any other thoughts, directional or otherwise? Here are a few more options based on some of the above feedback: The Fantastic Firefox Machine The Amazing Firefox Machine The Firefox Customization Machine The Firefox Customization Maker The Firefox Browser Creator The Firefox Creation Machine The Great Firefox Machine The Great Firefox Creator The Make Firefox Machine The Firefox Maker Machine The Firefox Creator 3000
+1 for "machine" :) Thanks Matej. Ones I personally like: > The Fantastic Firefox Machine Little close to Mr. Fox, but maybe it's ok. > The Amazing Firefox Machine Don't you mean "Splendid" ? ;) > The Firefox Customization Machine This would be great if existing users could use this machine to browser the add-on gallery and customize their build.
Thanks Matej, I personally still lean towards workshop more. One recommendation around machine: I think these are too long. English is conducive to words combination that generally end up being very hard to translate / adapt. I recommend keeping these as short as possible. We could keep a longer name for en-US but let's keep something shorter for the url and instructions to l10n. Maybe this one wasn't serious but I actually like The Firefox Creator 3000! It cracks me up. Also, I think it is a very interesting approach: giving the "machine" an actual name as opposed to describing it (the-machine-that-does-that). This could be a way to avoid having to localize the title altogether and is probably the most whimsical of all.
Who owns this decision? I worry that we could go around and around endlessly without picking one...I think Matej has come up with enough options that we ought to be able to pick one of the above (from any of his suggestions, not only the most recent) at this point.
That would be Greg and I. Once he's landed in Paris and I'm off PTO (I'm doing such a good job of being away) we'll connect and make a selection from above. I agree that there are a lot of great options to choose from above. Thanks for all of it Matej.
So Chelsea and I had a triage session, then wrote all names on little slips of paper, put them in a lottery bowl and asked an innocent child to pick one of them... Conveniently, the name that was picked also happens to be short, simple, easy to translate and conveys the concept of creation and personalization. And the winner is... *drumroll* THE FIREFOX WORKSHOP We are aware that this might not be everyone's favorite and some might think it lacks the touch of whimsy we want the overall campaign to communicate. However, we think this can be reinforced through design and copy (and some of these proposals could definitely be reused for headlines and overall page copy). Thanks Matej for these many great suggestions, they definitely helped us funnel our thougths and prioritize our objectives in terms of what we want to communicate and how (including the importance of l10n). Thanks everyone for the great comments and feedback. If you are truly unhappy with the final choice and need to take it out on someone, I think the child is still somewhere out there on the street, I can find him for you. Next step is for us to double-check with the world-ready mailing list to make sure this flies as globally as intended (among other topics) but I wouldn't worry as it is probably the most flexible name we came up with.
Where is this child? I'd like to have a word with him/her. Glad we have a name. Though I'll just say that it's not my personal choice :) I feel like "workshop" here sounds more like a learning space, vs. a "machine" that makes Firefox[es]. Sean's design is also a fun machine... so it seemed to fit better (to me). But, If you're happy with this (all things considered), then lets move forward. Thanks all.
+1 for the name
Totally works for me. I think there's definitely some magic we can weave in there with copy and images. I also wonder if we're early enough in the process that Sean can tailor his designs to fit, but regardless, it doesn't seem odd to me that there would be a crazy machine inside a workshop. Also, I'll start thinking about other copy. Thanks, all!
I am confident it will become less "conceptual" once anchored by Sean's and Lee's design: a room or building filled with machines & tools in which goods are manufactured, vs a learning event.
Definitely didn't mean to imply that it's odd, because it's not :) it's a great name, no worries. I was just into "machine" a lot, or inserting an extra touch of whimsy but all things considered - workshop is great. It's actually friendlier sounding than "machine", especially if we can't add in an extra word in there. Sean's designs are also looking pretty sweet, so far. w00t.
Hi all. I decided to go ahead and take a stab at writing copy for the landing page so we can start talking about what we want to say there, tone, etc. Here's my first pass: Welcome to the Firefox Workshop Step inside and look around. What you're about to find is your own personal browser builder and customization creation machine — an amazing tool to make a unique version of Firefox and share it with your friends and family. You can dress it up in a Persona they'll love, throw in some add-ons to help them browse the way they like and make a page where they can download it. Press the button to fire it up and get started. Happy building!
I like this a lot. Feels like it might be a little long when laid out on the page, but overall the tone is great. But, since this project is getting delayed a bit (my understanding, at least) perhaps we should hold off on any serious additional wordsmithing until we have a firmer schedule? I'm open to suggestions on that...
Seems smart to not go too crazy getting the wording *exactly* right at this point. Glad you like it, though. I agree that it's probably a bit long, but I'd love to see it in layout to get an idea of how much to trim. I did think of one fairly quick fix this morning, so here's another slightly tweaked version (it's about the same length, but it puts some of the content into bullet points): Welcome to the Firefox Workshop Step inside and look around. What you're about to find is your own personal browser builder and customization creation machine — an amazing tool to make a unique version of Firefox and share it with your friends and family. Press the button to fire it up and get started: • dress it up a Persona they'll love • help them browser better with add-ons • make a download page Happy building!
Status: NEW → RESOLVED
Closed: 13 years ago
Resolution: --- → FIXED
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