Closed Bug 765854 Opened 12 years ago Closed 12 years ago

[July Campaign] snippet copy

Categories

(Marketing :: Copy, task)

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

Tracking

(Not tracked)

Status:
VERIFIED FIXED

People

(Reporter: tshahian, Assigned: matej)

References

Details

Placeholder for snippet copy + graphic as part of a lightweight retention campaign surrounding the Summer Games 2012 (a.k.a Olympics).
Blocks: 765857
Hi Matej. 

Seems like we'll need to start crafting copy asap in order to meet the 3 weekend lead time for localization.  Here's some initial direction:

We'd like to have two snippet blurbs, outlined below.  The key thing to remember here is that we have some major limitations in terms of what we can/can't say.  Generally speaking, we can't directly reference the Olympics as this is a marketing channel and we don't have the rights / license to do so.  So, we'll need to be creative in how we approach this by alluding to the spirit of the games and what it represents, vs. directly saying "olympics" etc.  

From what I understand, we can't say:
* Olympics
* London Olympics 2012 (or any combination of that)
* "Summer Games"
* "Games 2012" etc. 

I can send you more info on this, but hope this helps frame the challenge :) 

What we need: 

1. snippet around the global event, celebrating diversity, spirit of community, unification etc --> pointing to our community video.  This snippet will go live 2 days before the opening ceremony and help frame the campaign / put it in context:
http://videos.mozilla.org/serv/mozillaorg/Firefox_global_final.webm

2. snippet around celebrating the games, showing team pride, customizing with Personas --> pointing to AMO collection.  This will go live on the day prior to Opening Ceremony, and continue till the day after.

Happy to chat further about these.  Let me know if you have any questions.
Here are a few options for each of these. Let me know what you think (I'm especially curious if we're allowed to say "go for gold").


1.

As the world comes together this summer, Firefox celebrates community, diversity and the global spirit. 

The world is coming together this summer. We know a little something about that, too.

Join Firefox in celebrating the global spirit of community that's bringing the world together this summer.


2.

Show off your national pride this summer. Add your country's flag to your Firefox.

Cheer on your country as they go for gold and show your support by adding a theme to your Firefox.

Customize Firefox with your nation's flag and show your support as they go for gold!
These are my favorites (and I'm almost positive we can't say "go for the gold", but Tara can confirm):

1. 
Join Firefox in celebrating the global spirit of community that's bringing the world together this summer.


2. 
Show off your national pride this summer. Add your country's flag to your Firefox.

(not completely in love with the 'national pride' element, since some countries are a little touchy about that type of phrasing, but the others are out b/c of go for the gold. got any other options just in case?)

Thanks!
+1 to John.
(In reply to John Slater from comment #3)
> 2. 
> Show off your national pride this summer. Add your country's flag to your
> Firefox.
> 
> (not completely in love with the 'national pride' element, since some
> countries are a little touchy about that type of phrasing, but the others
> are out b/c of go for the gold. got any other options just in case?)

Is that something we could handle in l10n (i.e. give the localizers freedom to make the wording more appropriate in their language)?

Otherwise the other two could be rewritten without referencing gold:

Cheer on your country and show your support by adding a theme to your Firefox.

Customize Firefox with your nation's flag and show your support this summer.
Thanks Matej and sorry for the slow response.  I had my comments typed and got pulled into various directions before posting, and before my FF crashing :)

So!

They all seem great.  I would definitely like to avoid language that touches on the competitive nature of the Olympics, and instead capture more of the unifying spirit behind it:  the world coming together, blah blah.  Celebrating diversity and community rather than "going for the gold" and showing national pride, etc.  With that in mind:




> 1.
> 
> As the world comes together this summer, Firefox celebrates community,
> diversity and the global spirit.

Shouldn't it be "community" spirit? is there such a thing as "global" spirit...? I guess that sounded a little off to me, but otherwise I like this.
 
> 
> The world is coming together this summer. We know a little something about
> that, too.

Nice, but not as strong as the others.

> 
> Join Firefox in celebrating the global spirit of community that's bringing
> the world together this summer.

+1, I like this very much.


> 
> 
> 2.
> 
> Show off your national pride this summer. Add your country's flag to your
> Firefox.

Rather avoid language like "national pride". 

> 
> Cheer on your country as they go for gold and show your support by adding a
> theme to your Firefox.

I like the "cheer on your country" but not the gold medal reference. I'd also like to be more specific about what they are "adding". So, I like that you reference "themes" here. the CTA should be clear around where we're pointing them to.  Also, maybe we can say something around cheer on your favorite team vs. country? 

> 
> Customize Firefox with your nation's flag and show your support as they go
> for gold!

Yah I think to be safe we should try to avoid the gold medal reference.  Again we should also try to avoid the competition angle if we can.
Btw, the graphic for the snippets will be the FF logo.  So, this is going to be a copy bug.
Summary: [Olympics] snippet copy + graphic → [Olympics] snippet copy
I think this one is close:
Customize Firefox with your nation's flag and show your support this summer.

But, it's a little unclear what "show your support" means (I understand why that is). Maybe we could add something from the other option about the flag in there as well? I liked that angle...makes it a bit more clear what the ask is.

Agreed that this one is really nice:
> Join Firefox in celebrating the global spirit of community that's bringing
> the world together this summer.

And, to answer your other question, normally I'd say it's fine to leave interpretations in the hands of the localizers, but in this case there are so many things we legally can't say it's best to handle the wording very carefully ourselves.

Thanks!
(In reply to John Slater from comment #8)
> I think this one is close:
> Customize Firefox with your nation's flag and show your support this summer.
> 
> But, it's a little unclear what "show your support" means (I understand why
> that is). Maybe we could add something from the other option about the flag
> in there as well? I liked that angle...makes it a bit more clear what the
> ask is.

A little confused here. This option already talks about the flag. Is there something else you wanted to see?
Sorry, I think I meant to reference this one instead:

Cheer on your country and show your support by adding a theme to your Firefox.
How about one of these?


Cheer on your country and show your support by adding your nation's flag to Firefox.

Cheer on your country and customize Firefox with your nation's flag.
Thanks Matej.  Sorry but do we need to specifically say "flag"? they are themes.. I prefer to keep the word "themes" in there if we can so it's clear what we're talking about.  Especially since we can't have a preview of the themes and will be pointing them to the AMO site.  I also think we can say "cheer on your favorite team" vs. country.
I like this one:
 
> Cheer on your country and customize Firefox with your nation's flag.

(In reply to Tara (musingt) from comment #12)
> Thanks Matej.  Sorry but do we need to specifically say "flag"? they are
> themes.. I prefer to keep the word "themes" in there if we can so it's clear
> what we're talking about.  Especially since we can't have a preview of the
> themes and will be pointing them to the AMO site.  I also think we can say
> "cheer on your favorite team" vs. country.
Those are good points, but my concerns are:
- if we talk about teams instead of countries, the connection to the Olympics gets a lot thinner. It could be any sport at that point.
- "your nation's theme" works in a sense of connection to our product, but in a broader sense it doesn't entirely work for me...the theme of a nation sounds like something abstract, like being committed to life, liberty and the pursuit of happiness or something like that.
(In reply to Tara (musingt) from comment #12)
> Thanks Matej.  Sorry but do we need to specifically say "flag"? they are
> themes.. I prefer to keep the word "themes" in there if we can so it's clear
> what we're talking about.  Especially since we can't have a preview of the
> themes and will be pointing them to the AMO site.  

Not sure what to do here, guys. John's request in comment 8 was specifically to add "flag" in there. I think it's clearer, since people may not know what a theme is, but I'm happy either way. Just let me know what the final call is.

> I also think we can say "cheer on your favorite team" vs. country.

I disagree on that one. The Olympics are an event that has to do with countries, not teams. If we can't say Olympics outright, we should be doing what we can to use language that alludes to it as much as possible. I think "team" in this case makes it confusing. (Also, not all Olympic events are team events. Many are individual.)
I liked "favorite team" b/c you may be supporting various teams (not necessarily your country)... though, fair enough -- point taken.

I think the illustration with the olympic torch will be pretty clear that it's about the olympics vs. another event... so I'm not worried about it being confusing.

How about something like this as an alternative (that Matej had written earlier):

> 
> Cheer on your country and show your support by adding a custom theme to your >Firefox.
Ok, lets go with these two:

> Cheer on your country and customize Firefox with your nation's flag.

> Join Firefox in celebrating the global spirit of community that's bringing
> the world together this summer.

I'm iffy on the first one, but perhaps it'll work :)
Blocks: 768124
Hey guys, so, I talked to Pete, here is some additional feedback for tweaking:

> Cheer on your country and customize Firefox with your nation's flag.

Seems like we need to wrap this into the high level message of community and coming together.  So something like:

"Join Firefox in celebrating the global spirit of community by customizing Firefox with your nation's flag" ... "by raising your flag" etc.  Or "The world is coming together this summer, cheer on your country with custom themes for your nation's flag"  etc. etc.  basically connecting the two themes:  Community/Firefox + Flags/themes

> Join Firefox in celebrating the global spirit of community that's bringing
> the world together this summer.

This is great, the main comment here was to make sure it's clear that Firefox already helps bring people together.  Maybe it's not so much about joining Firefox to celebrate community, but more so that we *are* a community and have brought people together through Firefox.  This snippet though points to a video that will be a lightbox within about:home. We'll need a clear CTA to this video.

Added note:  the two snippet graphics will now be just one - we have ditched the olympic medal as it focuses more on individual achievement vs. the torch imagery which carries more of a unifying theme. 

----

Happy to hop on a quick call to discuss.  I think we're close, it's just a matter of tweaks.
(In reply to Tara (musingt) from comment #17)
>
> Added note:  the two snippet graphics will now be just one - we have ditched
> the olympic medal as it focuses more on individual achievement vs. the torch
> imagery which carries more of a unifying theme. 

I definitely get the thinking behind this, but my concern is that people will associate the new graphic with the first snippet and might miss the second one when it launches. Is there something we can do graphically to make sure it's clear that there's a different message and CTA in the second snippet?

I'm working on the copy tweaks now. Should have those ready in a little while.
OK, new copy versions.

For the theme one, I like the suggestion in comment 17. I just made a couple of tweaks to it and came up with a slight alt version (the second one doesn't say "customize," but it's a little shorter):

Join us in celebrating the global spirit of community this summer by customizing Firefox with your nation's flag.

Join us in celebrating the global spirit of community this summer by adding your nation's flag to Firefox.


The second one is a lot trickier. We're trying to 1) talk about the Olympics without talking about the Olympics, 2) tie that to how Firefox brings people together and 3) link both those thoughts to a video that was created for something else (are we going to be changing anything about it, maybe the end slate, for this?). Here are some ways it, but I don't think they're as strong as the original:

With the world coming together this summer, watch the video to see how Firefox brings people together.

With the world coming together this summer, watch the video to see how Firefox embraces the global spirit of community.

Firefox brings people together. Watch the video and celebrate the world coming together this summer.
(In reply to Matej Novak [:matej] from comment #18)
>Is there something we can do graphically to
> make sure it's clear that there's a different message and CTA in the second
> snippet?

I'm not too worried about it b/c we'll transition between this and the Android snippet.. and we can easily make subtle adjustments to the copy.  But good thing to keep in mind, for sure.



(In reply to Matej Novak [:matej] from comment #19)
> OK, new copy versions.

> Join us in celebrating the global spirit of community this summer by
> customizing Firefox with your nation's flag.
> 
> Join us in celebrating the global spirit of community this summer by adding
> your nation's flag to Firefox.

I like these.  Thanks Matej.
I think I prefer the first one.

> 
> 
> The second one is a lot trickier. We're trying to 1) talk about the Olympics
> without talking about the Olympics, 2) tie that to how Firefox brings people
> together and 3) link both those thoughts to a video that was created for
> something else (are we going to be changing anything about it, maybe the end
> slate, for this?). 

Indeed. 
Fwiw, this is the video: 
http://www.youtube.com/watch?v=bJj3Z0MgQvY



> 
> With the world coming together this summer, watch the video to see how
> Firefox brings people together.
> 
> With the world coming together this summer, watch the video to see how
> Firefox embraces the global spirit of community.
> 
> Firefox brings people together. Watch the video and celebrate the world
> coming together this summer.

These are all good options, thank you.  Agree they're not quite there yet though. Would it help to reference the video as a message from our community? "Firefox is all about community, we're celebrating the world coming together this summer, here's a video message from our community... blah blah"

Because (as you noted) the video wasn't intended for this, It's more of a message from our community, celebrating Firefox in their language.  

Does this help?  can you try massaging the second blurb a little more?
OK, I've officially been at this one too long. I feel like I'm just rearranging the same words into different patterns. The direction in comment 20 definitely helped, so hopefully something below will hit the mark, but otherwise we may have to come at this from a different direction. Let me know what you think.


To celebrate the world coming together this summer, watch this video from our global community.

Firefox is all about community, so we're celebrating the world coming together this summer.

Firefox is all about community. Watch this video to celebrate the world coming together this summer.

Watch this message from our global community to commemorate the world coming together this summer.
Thanks Matej. My vote:

> Watch this message from our global community to commemorate the world coming
> together this summer.
Final Snippet Copy:


Join Firefox in celebrating the global spirit of community.  <Watch the video.>

<Customize Firefox with your nation's flag> and celebrate the global spirit of community.
Status: NEW → RESOLVED
Closed: 12 years ago
Resolution: --- → FIXED
Blocks: 771747
Summary: [Olympics] snippet copy → [July Campaign] snippet copy
Verified snippet update
Status: RESOLVED → VERIFIED
You need to log in before you can comment on or make changes to this bug.