Closed Bug 691573 Opened 10 years ago Closed 10 years ago

Copy for Firefox Flicks Landing Page

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(Marketing :: Copy, task)

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RESOLVED FIXED

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(Reporter: kbaird, Assigned: matej)

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We are aiming to launch the next rev of Firefox Flicks in early Nov. We are planning on launching with a landing page. We need copy for the landing page, the FAQ and creative brief that potential contestants will see.
OS: Mac OS X → All
Hardware: x86 → All
I'm guessing there's more info/direction to come here? Also not sure where to get the FAQ content. Those usually come to me complete and I just polish them up for style and tone.
OS: All → Mac OS X
Hardware: All → x86
Blocks: 701521
Hey there, 
I'll have some copy direction/copy to be reivewed/etc for you later today.
Okay, about to get on the plane. Here's my suggested copy for the landing page. Please improve it if you can. It could use some love.

[headline]Lights. Camera. Awesome.

{Matej to make alternate headline for l10n}

[subhead]Help us tell the story of Firefox.

[video]

We have a great story to tell and we need your help to do it. Create a short flick about how Firefox is different, why people should care, and why they should think about their technology choices.You could win amazing prizes, have your flick seen by industry actors, producers and directors and even have your flick used in a global Firefox campaign. A grand prize winner will be chosen from each of three regions: North America, Latin America and Europe. 

There are many ways you can win and everyone who enters gets a Firefox prize pack. Get more details here [link to 
creative brief] on how to submit your film and details on prizing. 

Check back often for details on when we'll be accepting submissions, who are amazing judges are and tips on how how to make a winning video. Be sure to follow @firefox flicks on twitter for updates as well.

[legal] [creative brief] [judges] [faq]
Stas: Who should we assign to getting the strings translated into the following go-live locales: EN-US, PT-BR, ES, FR, and DE.

Here is the timeline for the projects:

https://intranet.mozilla.org/FirefoxFlicks#Release_Schedule
Here are my edits along with some alt headlines for l10n.


[HEADLINE]
Lights. Camera. Awesome.


[l10n HEADLINE — OPTIONS]
Big Screen Firefox

Firefox Goes Hollywood

Firefox is the Star

Put Firefox in Focus

From Computer Screen to Big Screen

Bring Our Story to Life

Firefox in Moving Pictures

The Remarkable True Story...

[NOTE: I think it would be good to give l10n two or three lines to choose from as one may work better than the others in a particular language. I’d also like to encourage localizers to come up with their own film-themed line if they like.]


[SUBHEAD]
Help us tell the story of Firefox.


[COPY]
What makes Firefox different? Why should people care? Why should they think about how they live their lives online? These are the questions we need your help answering. Submit your short flick and you could win amazing prizes, have your flick seen by international industry professionals and even have your flick used in a global campaign.

There are lots of ways to win and everyone who enters gets a Firefox prize pack. Find out everything you need to know [link to creative brief]. Then check back often for details on when we'll be accepting submissions, who our celebrity judges are and tips on how how to make a winning video. Be sure to follow @firefoxflicks on Twitter for even more info.

[Legal] [Creative brief] [Judges] [FAQ]
(In reply to Matej Novak [:matej] from comment #5)
> Here are my edits along with some alt headlines for l10n.
> 
> 
> [HEADLINE]
> Lights. Camera. Awesome.
> 
> 
> [l10n HEADLINE — OPTIONS]
> Big Screen Firefox
> 
> Firefox Goes Hollywood
> 
> Firefox is the Star
> 
> Put Firefox in Focus
> 
> From Computer Screen to Big Screen
> 
> Bring Our Story to Life
> 
> Firefox in Moving Pictures
> 
> The Remarkable True Story...
> 
> [NOTE: I think it would be good to give l10n two or three lines to choose
> from as one may work better than the others in a particular language. I’d
> also like to encourage localizers to come up with their own film-themed line
> if they like.]
> 
> 
> [SUBHEAD]
> Help us tell the story of Firefox.
> 
> 
> [COPY]
> What makes Firefox different? Why should people care? Why should they think
> about how they live their lives online? These are the questions we need your
> help answering. Submit your short flick and you could win amazing prizes,
> have your flick seen by international industry professionals and even have
> your flick used in a global campaign.
> 
> There are lots of ways to win and everyone who enters gets a Firefox prize
> pack. Find out everything you need to know [link to creative brief]. Then
> check back often for details on when we'll be accepting submissions, who our
> celebrity judges are and tips on how how to make a winning video. Be sure to
> follow @firefoxflicks on Twitter for even more info.
> 
> [Legal] [Creative brief] [Judges] [FAQ]

Matej/Chelsea,

Wonderful stuff! I'm concerned that this is just too much copy for the home page. Can you review the wireframes, I includes some filler ipsum lorem and character count recommendations.

Can you trim it for the home page and maybe use the full version for the FAQ and Overview pages?
I'm not sure I ever saw wireframes for this, but apologies if so and I just forgot. Don't know how much copy we're looking for, then, but here's an edit by roughly half. I think we could include Twitter as a link so it doesn't take up room in the copy. Chrissie, let me know if this works, and Chelsea/Kristin, let me know if I've cut anything that needs to be in the main copy. Thanks!


[COPY]
What makes Firefox different? Why should people care? Why should they think about how they live their lives online? These are the questions we need your help answering. Submit your flick and you could win amazing prizes, have your flick seen by celebrity judges and even have it used in a global campaign. Find out everything you need to know about entering [link to creative brief] and check back often for more info.
(In reply to Matej Novak [:matej] from comment #7)
> I'm not sure I ever saw wireframes for this, but apologies if so and I just
> forgot. Don't know how much copy we're looking for, then, but here's an edit
> by roughly half. I think we could include Twitter as a link so it doesn't
> take up room in the copy. Chrissie, let me know if this works, and
> Chelsea/Kristin, let me know if I've cut anything that needs to be in the
> main copy. Thanks!


Matej, I think this might have just gotten lost in the pre-mozcamp shuffle :-)

Can you review the wireframes in Bug 702332 and then come back one last time and plug in more reduced copy here? (likely 1/4 of what you've got now).

> 
> [COPY]
> What makes Firefox different? Why should people care? Why should they think
> about how they live their lives online? These are the questions we need your
> help answering. Submit your flick and you could win amazing prizes, have
> your flick seen by celebrity judges and even have it used in a global
> campaign. Find out everything you need to know about entering [link to
> creative brief] and check back often for more info.
I'll admit I'm pretty surprised by those character counts. We're going to be sending people here from things like snippets and tweets and I think it's a bit of a letdown for them to not get any more info than they just saw. Here's a super trimmed down version, but I don't think it's telling the whole story we could be.


[HEADLINE]
Lights. Camera. Awesome.

[SUBHEAD]
Help us tell the story of Firefox.

[COPY]
Enter Firefox Flicks and you could win amazing prizes, get your flick seen by celebrity judges and even have it used in a global campaign. Check back often for lots more info.
(In reply to Matej Novak [:matej] from comment #9)
> I'll admit I'm pretty surprised by those character counts. We're going to be
> sending people here from things like snippets and tweets and I think it's a
> bit of a letdown for them to not get any more info than they just saw.
> Here's a super trimmed down version, but I don't think it's telling the
> whole story we could be.

I'm not sure, but it was my understanding that the video would be doing this for the main landing page, and that we would leverage copy on the sub-pages.

Thoughts?

> 
> 
> [HEADLINE]
> Lights. Camera. Awesome.
> 
> [SUBHEAD]
> Help us tell the story of Firefox.
> 
> [COPY]
> Enter Firefox Flicks and you could win amazing prizes, get your flick seen
> by celebrity judges and even have it used in a global campaign. Check back
> often for lots more info.
Agree with Matej.  The video will have very minimal copy as a teaser. The landing page should tell the full story.  The video is more of a promotional piece detached from the landing page, so the landing page should be an extension of the video.
to clarify, the video *will* be on the landing page, obviously, but it's the promotional piece that will be distributed across the web and point to the landing page for more context.  So, the landing page should have more meat.
Matej and Tara, this is different information than Kristin and Chelsea provided in the creative brief, so I'm not sure how to proceed or who the content owner is.

Here is the creative brief: https://etherpad.mozilla.org/firefox-flicks-creative-brief
Thanks Chrissie.  I've seen the creative brief.  I don't see anything on there that suggests word counts to be minimized or that the story will be told through the video.  Perhaps it's miscommunication/misunderstandings here, but the video was always intended to be a teaser.  It's 30 seconds with just a few brief lines to promote this contest... pointing to the landing page for the rest. 

I'm not sure when conversations took place around the wireframes, but it's too bad we weren't involved earlier on.  I'll review the wireframes and Matej's copy to see if I can offer some suggestions.  But we definitely need to allow room for more copy on the landing page.
(In reply to Tara from comment #14)
> Thanks Chrissie.  I've seen the creative brief.  I don't see anything on
> there that suggests word counts to be minimized or that the story will be
> told through the video.  Perhaps it's miscommunication/misunderstandings
> here, but the video was always intended to be a teaser.  

I took guidance from speaking with Kristin and Chelsea, but if you want to change the direction or have another approach, please don't let these concepts dictate anything. It sounds like you've been much more involved. I originally suggested that you do the UX, because you were involved in the last Flicks.

It's 30 seconds
> with just a few brief lines to promote this contest... pointing to the
> landing page for the rest. 

Not sure what the difference is between these concepts and what you mention. We were tracking to have the Overview page be the placeholder for the copy. Essentially a liteweight home page and deeper product information on sub-pages.

> I'm not sure when conversations took place around the wireframes, but it's
> too bad we weren't involved earlier on. 

Please speak with Kristin and Chelsea about why you weren't included in the November 9 meeting. Meeting notes were recorded here: https://intranet.mozilla.org/FirefoxFlicks#Meetings

I was looped in at the last minute to lend a hand in moving forward while the rest of the team was traveling to mozcamp.

I'll review the wireframes and
> Matej's copy to see if I can offer some suggestions.  But we definitely need
> to allow room for more copy on the landing page.

I think that's great feedback.
Matej and Tara,

Last comment on amount of copy. Personally, I'm cool with whatever you decide. I definitely have concerns when it comes to how we approach mobile with our websites, specifically Firefox Live cannot be viewed on mobile devices of any kind, which means we cut out a big part of our users and miss out on the traffic from mobile.

Kristin, Chelsea and I did talk about this on an email thread, I will forward your way.

The wireframes included over on Bug 702332 are optimized for desktop, tablet, and phone. The content is laid out to collapse into less columns and stack vertically without being overwhelming.

Less copy is very useful towards creating a compelling landing page with the video (which will need a fall back state for mobile) and for the l10n translation turnaround for the deploy date of 12.07.2011

As the world moves to mobile, anything we can do to be more compelling across devices on the mobile web is a step towards spreading the Mozilla message.
Definitely on board with mobile (cross platform/device friendly designs)  Sean should definitely do this as a responsive site... if he is still available to help out.

Lets just pull this off-bug and iron out wrinkles with Kristin in person.  We have our touch base meeting tomorrow. 

Thanks chrissie.
(In reply to Tara from comment #17)
> Definitely on board with mobile (cross platform/device friendly designs) 
> Sean should definitely do this as a responsive site... if he is still
> available to help out.
> 
> Lets just pull this off-bug and iron out wrinkles with Kristin in person. 
> We have our touch base meeting tomorrow. 
> 
> Thanks chrissie.

Tara, I've already provided Sean M. with the PSDs for Less framework, which is what the wireframes are built on top of. Those details are over in Bug 702332 and in the internal annotations that accompany the layout per wireframe.
Attached file Flicks Creative Brief
Sorry for jumping in here late. Lets iron this out tomorrow in the touch base. Right now the meeting is me, Tara and Chrissie. Who else needs to be there? 

I read through the copy and think it needs to be as short as possible but some of the short versions don't give enough information about what we are trying to do. We want people to be interested so that they click and go deeper. One option might be to have a scroll over pop up for more information. So if they wanted to learn more they could easily learn more without navigating away from the page. I am not entirely sure how this would work on mobile. Just a thought. And it might not be a great thought. Just looking for solutions. 

I apologize and plead the new girl here as I didn't realize the etherpad operated as the creative brief. I had written a creative brief that included all of the information needed on the landing page. I thought the etherpad outlined all the pages needed not the content on the pages. Lesson learned for next time. 

Until tomorrow.
Thanks Kristin. I vote against pop-up hovers for something like this.  But lets chat more tomorrow.
(In reply to Kristin Baird from comment #20)
> Sorry for jumping in here late. Lets iron this out tomorrow in the touch
> base. Right now the meeting is me, Tara and Chrissie. Who else needs to be
> there? 
> 
> I read through the copy and think it needs to be as short as possible but
> some of the short versions don't give enough information about what we are
> trying to do. We want people to be interested so that they click and go
> deeper. One option might be to have a scroll over pop up for more
> information. So if they wanted to learn more they could easily learn more
> without navigating away from the page. I am not entirely sure how this would
> work on mobile. Just a thought. And it might not be a great thought. Just
> looking for solutions. 
> 
> I apologize and plead the new girl here as I didn't realize the etherpad
> operated as the creative brief. I had written a creative brief that included
> all of the information needed on the landing page. I thought the etherpad
> outlined all the pages needed not the content on the pages. Lesson learned
> for next time. 

No apologies needed :-) You, Chelsea, and Tara have had to travel and work the mozcamps  Right now what we need is clear direction from you or Chelsea on how much copy you are looking for. The etherpad functioned as an outline for each of the pages. If you have a creative brief and can add it to the bug that would be awesome.

I can assist in revising the concepts in the wireframes, but Tara is also amazing at generating sketches. I'll also take lead on helping with the mobile strategy and some fallback plans.

> 
> Until tomorrow.
(In reply to Tara from comment #21)
> Thanks Kristin. I vote against pop-up hovers for something like this.  But
> lets chat more tomorrow.

+1 Tara. The modal dialog popup renders the Firefox Live experience completely useless for anyone on a mobile device (makes sad face). If it becomes a requirement we definitely want to hide it via user detection for mobile traffic. Oy. It hurt my eyes!
Ok, I said potentially a bad idea was just searching for a solution...more tomorrow.
a note on copy:  my 2 cents (not accounting for length since that's still in discussion)

>What makes Firefox different? Why should people care? Why should they think about >how they live their lives online? These are the questions we need your help >answering.

I feel like this is sending the wrong message.  We obviously know the answers and have a compelling story around why we're different, why people should care, etc.  but it sounds weird saying "we need your help answering these basic questions about why we're good".  It's just the wording, but I think we should tweak it.  the copy for the video sounded more inspiring than what we have here (sorry), so it would be great to tweak this a bit and make it sound more aspirational.  Like, hey! we have an amazing story to tell, help us bring it to life.. blah blah.  it just needs a bit more kick to it I feel.
OK, this might be a bit long, but I tried to work all the info I could into this paragraph without going into too much detail. If there's anything you think we can lose, let me know. Things like "four categories," "industry judges," "amazing prizes" and "stay in touch" could be links to the relevant sections. Also, I used the contest dates in the brief, just not sure if those are still current.


Lights. Camera. Awesome.

Help us tell the story of Firefox.

Firefox is the only browser that puts users first. Now we want to put you in the director's chair to help spread our message. Just create a short video and submit it in one of four categories. Your entry will be seen by industry judges and you could meet them at one of three international events. Plus, you'll get a Firefox prize pack and a chance at more amazing prizes. We might even feature your video in a global campaign. We'll start accepting entries in February with winners to be announced in May. For now, start thinking about your flick and stay in touch for updates.
I think this is great.  Thanks Matej.  

You're right it might start to feel a bit lengthy once actually on the site.. but I think it captures all the right pieces (just needs a few exclamation marks to get people excited!!!!!!!!)

I like the connection of how we put "you" / users first, to how we're putting "you" in the director's chair, etc. I still wished we could touch on our global/passionate community, joining a movement, etc... and a touch more about what makes us unique.  But perhaps that's better saved for the brief, or other promo videos? Just feel like we're focusing so much on the contest parameters and prizes that we're sounding a little dry in the end and missing an opportunity to remind people of the basics of what makes us special.  I guess I"m the only one that feels this way?


Question (for you and for Sean):

* I realize Sean had done a different treatment for "Firefox Flicks" on the initial creative.  But since this isn't a product name, I think we can (and should) break that treatment and do something more bold.  Center-aligning it as a more compelling header on the page.  Not sure what Sean thinks of this, but I personally think this is better.  Plus, it's the revival of this campaign, people will recall the name.. "Firefox Flicks", and so it should be highlighted more.  

* Related to that, is it worth noting somewhere in the header that this is a "contest" ? maybe that's not necessary, but just a thought as another key word to highlight somewhere. 

* With that in mind, having two sub-heads might feel weird, no ? 

Firefox Flicks
Lights. Camera. Awesome.
Help us tell the story of Firefox.
Love it! Only thing I am wondering is if there is a way to break up the copy as I am concerned that people won't read one paragraph. 

To Tara's comment about the community. I'll review the creative brief to make sure that is covered there as I think that's a great place to cover that. 

I love the community aspect but having run a bunch of contests before I know that the drivers are the prizes and the ability to have your work shown off which is why I think we need to lead with these pieces. 

If we have to lose stuff we can lose "four categories." 

I would like to change industry judges to "celebrity judges" sounds more exciting to me. 

From here does it make sense to put the copy in the layout and see if we need to cut it? 

Nice Job!
Sounds great. 

Yes, lets leave copy as is and see how it feels once added to the design.  Better to react to it there than continue tweaking here out of context.  It's a little lengthy, but it could be just fine, and it's the message we need to share :) so, we'll adjust the design to take this in.
Blocks: 703517
Having Firefox Flicks as the major headline in this is causing issues when dealing with sub pages.  Can we not go back to having the wordmark in the top left as we do on most of our sites?  That way we can have the "Lights! Camera! Awesome!" headline as the bold header.

I know it's late in the game, but some of these changes make it hard to layout beyond the landing page + make it responsive.
Also, what is the copy for the rest of the page as sketched on the left here? : https://bug702332.bugzilla.mozilla.org/attachment.cgi?id=575271

I need final copy for Celebrity Judges, Great Prizes, Flicks News and Behind the Scenes as lorem ipsum won't reflect the proper design for the responsive states.

If we want this to be responsive, three layouts have to be designed and they will depend on length of copy for each element.
Thanks Sean.  As I mentioned we're still working on some of the content, including the copy.  could you pleas just Greek that in for the first round?
(In reply to Sean Martell from comment #30)
> Having Firefox Flicks as the major headline in this is causing issues when
> dealing with sub pages.  Can we not go back to having the wordmark in the
> top left as we do on most of our sites?  That way we can have the "Lights!
> Camera! Awesome!" headline as the bold header.
> 
> I know it's late in the game, but some of these changes make it hard to
> layout beyond the landing page + make it responsive.

I think we need to do what's going to work best from a design + usability perspective. If it helps, we could use "Introducing Firefox Flicks" as a headline here, like we're doing on the video. That way the name is front and center, but it won't cause the same problems as if it's a word mark banner. We can then use Lights. Camera. Awesome. for the next round or just keep it as a headline for marketing purposes.

I can also try to work on some copy for the other sections today, but it will only be rough and I probably won't be able to get it to you while you're still up. Sorry about that.
Agreed.  I personally didn't know that "firefox flicks" is being treated as a brand.  I find that a little odd personally... seems like it's a campaign name, and should just be presented as a campaign name in font vs. an official wordmark.  This way we can scale it up bigger if need be, move it around on the page vs. locking it to the top left, and have more flexibility when creating assets.  

Lights. Camera. Awesome.  is great, and I love it - but it's not the campaign name.  So I personally would rather see "Firefox Flicks" highlighted more.  I know it's the revival of this campaign and previously it was rendered as a wordmark, But a lot of people may not have heard about this and I guess I feel like having a reference to Firefox Flicks in the header makes sense.    If it's locked in as a 'brand' then I guess that's different, and it's just conversation I haven't been privy to. So, I'm just a little confused about that...
Just to jump in with some agreement, brand architecture aside (and I'm not aware of any conversations about it as a brand vs. campaign either - perhaps Kristin can weigh in when she's back), I think what would be good about having Firefox Flicks in the subhead or that area is that it will help readers get accustomed to the name of the contest/campaign. We jump into the description of the campaign, but don't ever call it out by name. 

Realistically, I think it will end up being treated a bit like a brand in terms of page design as the submission and voting site will be an application (hence have many, many pages). Might as well start with it like it is now.
I feel like maybe we can do both, which is what I was alluding to in comment 33: we can put the word mark in the top left, to help with layout and navigation, but instead of Lights. Camera. Awesome. our headline becomes:

Introducing Firefox Flicks.


Another option would be:

Lights! Camera! Awesome!
Introducing Firefox Flicks.


Or even:

Lights! Camera! Awesome!
Introducing Firefox Flicks, the global video contest to tell our story.
I guess I don't see why having it in the top left corner qualifies this as a "brand" by simply placing it there. ?  doesn't make sense to me.  "Firefox" is the brand, and "Flicks" is the campaign... "Firefox Flicks".   It's certainly fine to have a bolder presence of the campaign name in font in the header on the landing page, then scaled it down and move it to the side on sub-pages, along with the logo, etc.
Re: Comment 36

I agree... I think it would be great to mention "Firefox Flicks" in the main header. And if we keep the wordmark, then we have our cake and eat it too.... sort of. :)
It makes a lot more sense for navigation - esp when this becomes the application and voting site. Users are used to clicking up there to get home and home will be the home page of the flicks application - not mozilla.org/firefox. Looking ahead it makes the most sense there.
I've updated the headline: http://cl.ly/2p1Z3h3o1f2n2i0x020Y/o

Re: this as a brand - this has been part of my brand family overhaul with Kristin/Beard and has always been treated as a brand in that work, including wordmark. I'd like to see that style continue here to make it feel part of the overall family.
Hey, that's looking great! I just wonder if for flow and to not make it seem like there are three headlines (also to address an earlier comment about calling out the fact that it's a contest), could we do this:

LIGHTS! CAMERA! AWESOME!
Introducing Firefox Flicks
a global video contest to tell our story

That way we're also not repeating Firefox so close together.
Hi all. Just wanted to ping here to remind us to pick a few headline options for l10n. Might even be good to send them out early so people can start thinking of something that works in their language and region.

[l10n HEADLINE OPTIONS]

Big Screen Firefox

Firefox Goes Hollywood

Firefox is the Star

Put Firefox in Focus

From Computer Screen to Big Screen

Bring Our Story to Life

Firefox in Moving Pictures

The Remarkable True Story...

[SUBHEAD]
Introducing Firefox Flicks
a global video contest to tell our story
Good reminder. Thanks Matej. 

I like

Firefox Goes Hollywood

but wonder if "hollywood" translates ok or is seen as something cool in the rest of the world? My gut says "yes" but we might want to confirm. 

Others I like are: 
Firefox is the Star
From Computer Screen to Big Screen
The Remarkable True Story...
There was just a ping over on bug 703517 that all copy has to be finalized and locked down by tomorrow to make it in time for l10n. With that in mind, I think we should really streamline what we're trying to do here. I would definitely recommend losing the previous contest section for now. Also, are we going to have a judge we can mention by tomorrow? If not, is it better to just mention judges in the intro copy, or should we still have a separate section?

At this point I feel like we should keep all the info in the one paragraph. Then all we'd need is the video and links to Twitter and Facebook (plus the brief and FAQ, of course), which would make for a nice, lightweight page.
Timely indeed as the l10n deadline looms :)

Firefox Goes Hollywood

is also my first choice, but I also wonder how well that translates (the idea of Firefox goes Bollywood makes me smile)

Otherwise, these are the ones I like, in order of preference:

From Computer Screen to Big Screen
Put Firefox in Focus
The Remarkable True Story...
I agree. We can add the past flicks later on perhaps?

Kristin, can we get a judge (and the announcement of said judge) confirmed for tomorrow?
If we're streamlining (back to a more straightforward page which I think was the initial intent for Q4)... then, I suggest we just decide that now and nix the judges and prizes section.  I think for those sections, we either *have* compelling/complete content, or we don't.  I think it's going to be hard to plan for so many updates to the page.  So, lets just break it down into a few key phases / updates vs. frequent updates.  That'll be easier for webdev and l10n as well. 

My suggestion is to take out the prizes and judges (talk it up in the intro and folks drooling for more, for now), then update the page for phase II when that stuff is ready.  

I personally really liked the idea of adding in the "old flicks" stuff, especially since it's content we have, puts things in context, and they are videos that are referenced in our teaser video.  We'd just have to add a short blurb to explain it.  But if it's going to be a problem for l10n and so forth, then I guess we lose it.  I just thought it was relatively easy (but compelling) content to throw in there for even this initial page.
Tara: +1. Since these 4 pages will be nixed when the Q1 2012 application launches, we may be better off just having a single landing page then building out 4 static pages with a lot of copy to get localized. The project is at risk now to not hit the go-live date and single landing page is better than no landing pages.
I'm all for keeping this to a few updates as well. 

(In reply to Tara from comment #48) 

> I personally really liked the idea of adding in the "old flicks" stuff,
> especially since it's content we have, puts things in context, and they are
> videos that are referenced in our teaser video.  We'd just have to add a
> short blurb to explain it.  But if it's going to be a problem for l10n and
> so forth, then I guess we lose it.  I just thought it was relatively easy
> (but compelling) content to throw in there for even this initial page.

Other than the videos themselves, I don't have any content for this section. Does anyone have information on who made the videos and where they're from? Would it work without that level of detail? All I can suggest for this would be something along the lines of "have a look at previous winning submissions from the 2006 Firefox Flicks competition."otherwise, I think we should drop it in order to keep things simple.
We are working on the judges but won't have someone by tomorrow. So, lets streamline and keep it simple for the announcement. However, I would like to update the page with judges and prizes before Phase II which I refer to as the submission site which isn't going to go live until the end of Feb. Ideally we can update the page with prizes and judges in January. The prizing is final. Hopefully the judges will also be final by January. 

For past videos I only have the names of the winners. I did some digging/research a month or so ago and was coming up blank trying to get contact info. I asked a lot of people that were here during the first run and no one seems to have the contact info. fwiw, I also like the idea of using the old videos. 

The brief and FAQ are with Chris for approval. I have a meeting with him today so I will ping him on these two things today.
Since there seems to be some heart for keeping the videos from last time, here's an intro to that section, just in case. I don't have the video titles or anything, so can someone add that info? Thanks!


The Prequel

This isn't our first Firefox Flicks. We ran the contest back in 2006 and received almost 300 entries from fans and filmmakers around the world. They were amazing! Have a look at the winners to get inspired or just enjoy the show.
so to confirm here: 

- axe judges and prizes from the layout?
- leave FB + Twitter + Email?
Just got feedback from Chris on the copy. Sorry for the last minute changes. I pasted his feedback here. Let me know if there are questions. 

The line "the only browser tha tputs users first" is the one that got us in trouble with Firefox LIve, and it also doesn't tie in Mozilla or our non-profit nature.  suggest we change to something like:

"Built by a non-profit Firefox is the only browser that answers only to you." or something

it also feels odd that we don't mention Mozilla at all in the copy even though we're trying to build awareness of the parent brand

also, we're using the words "global" and "international".  For film, I've often seen "international" be the word used.  "industry judges" also sounds strange, maybe it should be "luminary judges" or something else to get across that they are going to be kick ass
(In reply to Kristin Baird from comment #55)
> Just got feedback from Chris on the copy. Sorry for the last minute changes.
> I pasted his feedback here. Let me know if there are questions. 
> 
> The line "the only browser tha tputs users first" is the one that got us in
> trouble with Firefox LIve, and it also doesn't tie in Mozilla or our
> non-profit nature.

That line comes directly from the new brand work that EC1 did, namely the Thank You page: "Welcome to the only browser that puts you first." I've also been using it in other places (snippets, Facebook posts, etc.). Should we be avoiding this altogether?


> it also feels odd that we don't mention Mozilla at all in the copy even
> though we're trying to build awareness of the parent brand

I just commented on the design bug, but what if we changed "Introducing" to "Mozilla presents"? That would put it right at the top.


> also, we're using the words "global" and "international". For film, I've
> often seen "international" be the word used.

I feel like "global video contest" flows better than "international video contest." We're also using the idea of global/international a few different times in the copy, so I didn't want to be repeating the same word over again. But if you feel strongly about this, I can make it consistent. I just think there are subtle differences to the words and sometimes one fits better than the other.


> "industry judges" also sounds
> strange, maybe it should be "luminary judges" or something else to get
> across that they are going to be kick ass

I think we had already talked about making this "celebrity judges," I just forgot to make the change. Sorry about that.

I'll post new copy soon.
Thanks Matej. 

I am confirming use of the "Welcome to the only browser that puts you first" line. Hopefully we can continue to use this. I am not sure how this got us in trouble with Live. 

I like "Mozilla presents"

Good point on global vs international. I also thought "International Video Contest" sounded a bit odd.
My impression was that the outcry around FxLive was more around 1) calling out specific browsers and 2) the use of the pop-up as a technique rather than that particular line.

Would be great to get clarity on this, b/c that line came from EC1, and since the goal was to use their messaging across as many touchpoints as possible, Matej has been reusing it in a bunch of other places.

Personally, I think it's worth keeping. The idea is to be bold, and this is in a completely different context than FxLive.
OK, here's the copy with some tweaks. Let me know if there are any other changes.


Lights! Camera! Awesome!

Mozilla presents Firefox Flicks
a global video contest to tell our story

As a non-profit, Firefox is the only browser that puts you first. Now we want to put you in the director's chair to help spread our message. Just create a short video for a chance to win some amazing prizes. You'll get a Firefox prize pack just for entering and your submission will be seen by celebrity judges. You could even meet them at one of three international events and we might feature your video in a global campaign. We'll start accepting entries in February with winners to be announced in May. For now, start thinking about your flick and stay in touch for updates!


The Prequel

This isn't our first Firefox Flicks. We ran the contest back in 2006 and received almost 300 entries from fans and filmmakers around the world. They were amazing! Have a look at the winners to get inspired or just enjoy the show.
I like it!

Kristin, I'm assembling the copy for l10n, do you have the details on the names of the previous winners as was discussed yesterday to pass along?

Thanks!
C
Copy looks good. I like. 

Tara, lets use the videos that you like that we showed at MozCamp Berlin. I found 4 of the 5 we showed. Do you remember the other one? I don't think all of those videos are on the DVD, is that going to be a problem? Some of them were just on YouTube. The names that I have and the titles of the DVD's are below: 

Daredevil, by Pete Macomber http://www.youtube.com/watch?v=Avk5NDEJMtg 

This is HOT by Danny Robashkin: http://www.youtube.com/watch?v=3pZjRWSjRBg

Kuru Kuru Don: http://www.youtube.com/watch?v=x2Ub6ZvOO7Q&feature=relmfu

Wheeeee, by Jeff Gill: http://www.youtube.com/watch?v=dNPjnlJyLI0&NR=1
We're using about 5-6 (at least available for Chris as fodder) for the teaser video.   Ideally we'd be able to show them all on the landing page, but if we don't have the files or the credits associated with them then that's another thing.  The main reason I'd like to show more is that a lot of the top ones we're highlighting happen to be animation.  So, want to make sure it doesn't seem like that's our preference.

Also, worth noting that two of the ones we showed were animations from the Japanese version of this campaign.  So, just wanted to make sure you knew that in case it was asked. 

I had posted the links on the landing page bug
https://bugzilla.mozilla.org/show_bug.cgi?id=691570#c6

Here they are again:

http://www.youtube.com/watch?v=3pZjRWSjRBg
http://www.youtube.com/watch?v=Avk5NDEJMtg
http://www.youtube.com/watch?v=dNPjnlJyLI0
http://www.youtube.com/watch?v=x2Ub6ZvOO7Q
http://www.youtube.com/watch?v=1M7DhrkQnQk&feature=relmfu
http://vimeo.com/5134369
Trying to scoop up some additional names. 

Billy's Browser -  co-produced by Eric Modena (not sure who the Producer was then, Billy?  There are credits at the end of the video.

Kuru Kuru Don and the other claymation one, The Night, were done by Pantograph (as far as I know - we should confirm with Gen)  They went on to do some work for Google / Chrome.

Some more information / videos here:
http://www.firefoxflicks.com/backstage/
To answer John's question in comment 58. I have a note into Chris to get more details around using "the only browser that puts you first." Stay tuned.
All finalized!
Status: NEW → RESOLVED
Closed: 10 years ago
Resolution: --- → FIXED
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