920673 - Firefox 9th Birthday

Status: RESOLVED INVALID

(Marketing :: Design, task)

Description

[Gregory Jost]

>>Project/Request Title:
Firefox 9th Birthday

>>Project Overview:
BACKGROUND
On November 9th, Firefox will have its 9th birthday, presenting the organization with an opportunity to reaffirm the values the Firefox brand and product stand for. This project aims at sharing this story using animated GIFs, one of the most durable and popular online storytelling medium, that also contributed significantly to today’s internet culture while enabling easy expression and participation online.

GOAL
Celebrate Firefox’s 9th birthday through a multi-channel campaign that raises awareness on Firefox’s mission and increases brand and product loyalty. The campaign will consist of:
* a restartless add-on serving animated GIFs on the new tab. Each new tab tile will represent one year of Firefox history (click this link to install prototype: https://people.mozilla.org/~bwinton/BirthdayFox/birthdayfox.xpi)
* Snippet
* Facebook posts
* Twitter posts
* Email
* TBD: about:home logo takeover
* TBC: blog post
* TBC: postcard sent to employee/community


BRAND OBJECTIVES
* raise awareness of Firefox’s history and what we accomplished for individuals and the web as a whole.
* increase brand affinity and loyalty

KPIs
* add-on installs
* social media engagement (likes, shares, comments)
* press pick-up, etc (PR)

PRIMARY MESSAGE / THEME
Celebrating 9 years of innovating for the user and defending the web with a visual journey back to our roots.

TARGET AUDIENCE:
* Primary: Firefox users
* Secondary: Community, tech press

>>Creative Specs & Deliverables:
1/ 36 to 45 animated gifs representing bits of Firefox history (milestones, anecdotes, campaigns...) based on the follow list (still WIP): https://etherpad.mozilla.org/ff9bday

2/ Main campaign visual to be used across:
- Snippet (static or animated)
- Facebook (static)
- Twitter (static)
- Email (animated)
- Postcard (static obviously!)

3/ TBC: visual enhancements to add-on canvas (see above-mentioned prototype)


>>Launch Date:
2013-11-09

>>Creative Due Date:
2013-10-30

>>Mozilla Goal:
Firefox Deskop

>>Points of Contact:
ARRAY(0x7f30d5cd6100)

Comment 1

[Gregory Jost]

Quick addition to the deliverables specs:
The ideal format size for the GIFs would be 410x260 (4:3). Ideally they should all be animated but static could be ok if we don't have enough material to work from.

Comment 2

[Jennifer Balaco]

I'm going to resolve all of these 9th birthday bugs.