Closed Bug 932985 Opened 12 years ago Closed 12 years ago

[VTCS] Snippet icon, copy and video for VANS Surfing Competition

Categories

(Marketing :: Design, task)

Product:
Marketing
Component:
Design
Platform:
All
Other
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
RESOLVED FIXED
Due Date:

People

(Reporter: jcollings, Assigned: ltom)

References

Details

Attachments

(4 files)

vtcs_snippet_40x50.png
10.58 KB, image/png
Details
vtcs_snippet_page.jpg
242.16 KB, image/jpeg
Details
Mark Healy video for en-US audience
9.17 MB, video/webm
Details
john john_firefox2013.webmsd.mp4.webm
3.93 MB, video/webm
Details
>>Project/Request Title: Snippet icon, copy and video for VANS Surfing Competition >>Project Overview: Drive users to view the live stream of the surfing competition and/or download the app >>Creative Specs & Deliverables: Snippet icon: 40 x 50 png (suggestions: surfboard) Snippet copy: We will have few variations in terms of CTA (either directing them to the live stream page OR to the marketplace to download the app). If we can get copy for: Scenario 1: Head to the live stream page to watch Scenario 2: Download the FxOS app in marketplace Scenario 3: Both live stream link and FxOS app link in the same copy Snippet video: I am putting a placeholder in here in case the creative team is thinking of using a video snippet to promote the VANs commercial. (If we go this route we will need video ready to roll before launch). >>Launch Date: 2013-11-12 >>Creative Due Date: 2013-11-08 >>Mozilla Goal: Firefox OS >>Points of Contact: ARRAY(0x7f87f25f3638)
Assignee: jbalaco → ltom
Status: NEW → ASSIGNED
Due Date: 2013-11-12 → 2013-11-08
Hey Jean! We're planning on using the pre-VTCS commercial for the video snippet right now. Through the campaign, we could probably switch the video if we get some really great content we want to highlight. Could we add in a Scenario 4, based on conversations around CTAs with Pete? There's a pretty good chance we might end up pointing promos to a blog post that has all the details around our sponsorship - where you can watch, why we're supporting, etc. - for Desktop. So can we have a more generic "learn more" scenario, as well? Thanks! Lizz
CTA UPDATE: The Snippet will have the same video for all locales, with the Firefox OS Market CTA being "GET THE APP" (linking to the Marketplace page) and the Desktop CTA being "WATCH THE VTCS" driving to the PR blog post.
Question - is the PR blog post localized in all the languages we target in Snippets? (Also thinking about FB)
(In reply to Carmen from comment #3) > Question - is the PR blog post localized in all the languages we target in > Snippets? (Also thinking about FB) The PR blog post will be in EN, ES, and PT-BR
Summary: Snippet icon, copy and video for VANS Surfing Competition → [VTCS] Snippet icon, copy and video for VANS Surfing Competition
One question about the CTA here. Users generally visit this page and see the snippet from their desktop browser. Even if they're in a Firefox OS market, if they click this link they'll end up in the Marketplace on Firefox for desktop. Is there a way to "send" the app to their Firefox OS phone from there? If not, wouldn't it be better to link everyone to the blog post so they can find out how to actually download it to their Firefox OS phone? Here are the two versions regardless, I'm just not sure we'll need the OS one: [OS] Live what you love. Don't miss a second of the Vans Triple Crown of Surfing with our Firefox OS app. <a>Get it from the Marketplace.</a> [DESKTOP] Live what you love. Don't miss a second of the Vans Triple Crown of Surfing with Firefox. <a>Learn more.</a>
Matej, that's a very good point - always thinkin' on your toes! I ran it past Kristin and we're OK with the Desktop CTA, which points to the blog post, being the CTA for all locales.
Hey guys just catching up on this. I agree with Matej's point and think it's a great idea to just do one CTA for all the markets. Matej - In the Desktop copy you created, there also needs to be a line about watching the video/trailer. The video will not automatically populate once the about:home page comes up. The user will actually need to click on text (hyperlink) in order for the video to come up. In this case we'll have two CTAs in one copy. I hope this makes sense?
(In reply to Jean Collings from comment #7) > Hey guys just catching up on this. I agree with Matej's point and think it's > a great idea to just do one CTA for all the markets. > > Matej - In the Desktop copy you created, there also needs to be a line about > watching the video/trailer. The video will not automatically populate once > the about:home page comes up. The user will actually need to click on text > (hyperlink) in order for the video to come up. In this case we'll have two > CTAs in one copy. I hope this makes sense? Sure. Probably easiest to add it to the CTA: Live what you love. Don't miss a second of the Vans Triple Crown of Surfing with Firefox. <a>Watch the video</a> then <a>learn more.</a>
Attached image vtcs_snippet_40x50.png —
After talking with John about the VTCS snippet, we both thought keeping it inline with the rest of the visual direction/treatment would be better than creating a new icon or graphic. I'll post the snippet with the most current copy below.
Attached image vtcs_snippet_page.jpg —
Snippet in context + copy
Thank you Lee and Matej! I will run with those final assets. Lizz, the only thing I need left is the video. Please let me know when you get it as soon as you can. Thanks!
(In reply to Jean Collings from comment #11) > Thank you Lee and Matej! I will run with those final assets. Lizz, the only > thing I need left is the video. Please let me know when you get it as soon > as you can. Thanks! Still waiting for Vans to send the download link - I've pinged them about it 4 times in the past two days now!
Thanks Lee - I like this. Lizz - who else needs to review?
(In reply to John Slater from comment #13) > Thanks Lee - I like this. > > Lizz - who else needs to review? Looks good to me. Kristin should approve too. Pinging her now.
(In reply to Matej Novak [:matej] from comment #8) > (In reply to Jean Collings from comment #7) > > Hey guys just catching up on this. I agree with Matej's point and think it's > > a great idea to just do one CTA for all the markets. > > > > Matej - In the Desktop copy you created, there also needs to be a line about > > watching the video/trailer. The video will not automatically populate once > > the about:home page comes up. The user will actually need to click on text > > (hyperlink) in order for the video to come up. In this case we'll have two > > CTAs in one copy. I hope this makes sense? > > Sure. Probably easiest to add it to the CTA: > > Live what you love. Don't miss a second of the Vans Triple Crown of Surfing > with Firefox. <a>Watch the video</a> then <a>learn more.</a> Matej, I am totally comfortable using your copy but I was wondering if you think this one might work better just because it might be more aligned with social and email? Give me your thoughts please! "Surf the waves with us! Firefox is sponsoring the Vans Triple Crown of Surfing Nov. 12-Dec. 20 in Hawaii! Follow the action by watching the video <video link> and learning more <blog link>."
(In reply to Jean Collings from comment #15) > (In reply to Matej Novak [:matej] from comment #8) > > (In reply to Jean Collings from comment #7) > > > Hey guys just catching up on this. I agree with Matej's point and think it's > > > a great idea to just do one CTA for all the markets. > > > > > > Matej - In the Desktop copy you created, there also needs to be a line about > > > watching the video/trailer. The video will not automatically populate once > > > the about:home page comes up. The user will actually need to click on text > > > (hyperlink) in order for the video to come up. In this case we'll have two > > > CTAs in one copy. I hope this makes sense? > > > > Sure. Probably easiest to add it to the CTA: > > > > Live what you love. Don't miss a second of the Vans Triple Crown of Surfing > > with Firefox. <a>Watch the video</a> then <a>learn more.</a> > > Matej, > I am totally comfortable using your copy but I was wondering if you think > this one might work better just because it might be more aligned with social > and email? Give me your thoughts please! > > > "Surf the waves with us! Firefox is sponsoring the Vans Triple Crown of > Surfing Nov. 12-Dec. 20 in Hawaii! Follow the action by watching the video > <video link> and learning more <blog link>." Or a somewhat shorter version of this...
Hi Jean. I'm OK with that, as long as we're OK not using the main campaign headline here. Would this work? Stream the surf. As a proud sponsor of the Vans Triple Crown of Surfing, Firefox brings the action to you. <a>Watch the video</a> then <a>learn more.</a>
Hey Matej, Thanks for the turnaround. I'm okay not using the main campaign headline because the tagline isn't always up front and obvious to the audience we're speaking to. (In reply to Matej Novak [:matej] from comment #17) > Hi Jean. I'm OK with that, as long as we're OK not using the main campaign > headline here. Would this work? > > Stream the surf. As a proud sponsor of the Vans Triple Crown of Surfing, > Firefox brings the action to you. <a>Watch the video</a> then <a>learn > more.</a> Hey Matej, Thanks for the turnaround. I'm okay not using the main campaign headline because the tagline isn't always up front and obvious to the audience we're speaking to.
Hey guys - I tried to post this message before and it didn't work for some reason, but I didn't notice until just now. Apologies. Pete looked at the Snippet copy and had some thoughts for us to consider. Since the snippet is running the entire length of the VTCS and not just the competition days, the contest may not be on when the viewer sees the snippet. So, he thought we should make the copy a bit more broad. His suggestion is something like: "Live What You Love. Firefox makes the Vans Triple Crown of Surfing even better. Watch the video here then learn more" LMK what you think, Matej and John.
Flags: needinfo?(jslater)
Flags: needinfo?(Mnovak)
How about something more general that still reinforces how Firefox brings you closer to your favourite things? Like this: Firefox connects you to the Vans Triple Crown of Surfing and all the things you love. <a>Watch the video</a> then <a>learn more.</a>
Flags: needinfo?(Mnovak)
Note: The snippet will likely change throughout the competition. And the same could be said of our Facebook post on launch day, which is where the contest may also not be happening.
I'd also like to put a pitch in about how we think about the snippet audience. End users, right. Broad reach. Most of whom are probably land-locked and not surfers, no do they love surfing. It seems weird to me if I read that and I'm like "I don't love surfing, I love ice hockey" or whatever. I love the tagline for brand and things that are talking to the dedicated surfing audience, but I'm guessing that's about 1 % of our snippet audience?
(In reply to Carmen from comment #22) > I'd also like to put a pitch in about how we think about the snippet > audience. End users, right. Broad reach. Most of whom are probably > land-locked and not surfers, no do they love surfing. It seems weird to me > if I read that and I'm like "I don't love surfing, I love ice hockey" or > whatever. > > I love the tagline for brand and things that are talking to the dedicated > surfing audience, but I'm guessing that's about 1 % of our snippet audience? I definitely get what you're saying, but "Live what you love" is also what we're using for the mozilla.org promo. I think the copy in comment 20 helps separate the two things at least. It says that Firefox connects you to this specific thing, but also to whatever it is that you love. Lizz, could you weigh in here on what you think would be best?
Matej, I agree with you about the copy in Comment 20. I think we should use that - it rolls the brand message and the specific campaign message together very nicely. Kristin liked it also.
+1 for comment #20...thanks all.
Flags: needinfo?(jslater)
Download link for videos: https://mozilla.box.com/s/bmfp6wnbi81k2hvhhr94 There are FxOS and Desktop CTA versions in EN, PT-BR, and ES.
Hey guys - ignore Comment 26. We need to fix something in the PT-BR and ES versions. Will repost the corrected videos later today. DON'T USE THE PT-BR AND ES VERSIONS OF THE VIDEOS FROM THE LINK ABOVE.
Hey all - the videos have been updated with the correct translations. Ready for use! https://mozilla.app.box.com/files/0/f/1292841628/VansTripleCrownBumpers
Matej, here's a few options for the "sidebar" or "side bar": Use the Vans Triple Crown of Surfing Sidebar to watch all the surf action in Firefox. The Vans Triple Crown of Surfing Sidebar makes Firefox the best browser to watch the surfing action. Keep up with all the Vans Triple Crown of surfing action as you surf the Web with our exclusive Firefox sidebar. Keep up with all the surf action wherever you go on the Web with the Van's Triple Crown of Surfing Sidebar only for Firefox. And I believe we are also showing a video of a wave surfer (haven't seen the video yet) but here's an idea for the copy as well: How does technology change YOUR life? Big wave surfer Mark Healy shares his story in this video from the Vans Triple Crown of Surfing. Don't miss any of the Vans Triple Crown of Surfing. See the action while you surf Firefox with our exclusive sidebar. Question for John - do we want to use the same Vans icon or update it?
Flags: needinfo?(jslater)
Flags: needinfo?(Mnovak)
The VANS video with Mark Healy can be found here: Someone will need (Michaela?) to upload the video to YouTube. https://www.wetransfer.com/downloads/a23bae4b77c6ed5f8ad9ba27ff2505bc20131122085828/9ce029b722f3f2778fdd9a14f4729e8220131122085828/9f2a76
It's already live on YouTube: http://youtu.be/siv7K1mZ8D8.
I think it would be good to tie this back to the main campaign headline. Here are two options with that: Live what you love with Firefox. Use the Vans Triple Crown of Surfing Sidebar to watch all the surf action. Live what you love with Firefox. Keep up with all the surf action wherever you go on the Web with the Vans Triple Crown of Surfing Sidebar. The only thing we need to clear up is "sidebar" vs. "side bar" since the VTCS site has it both ways.
Flags: needinfo?(Mnovak)
Side note: we have some old logos popping up in this video. Chase (video creator) is going to make the update, but we should hold off on any big promotions with this until then. Do you still need input on the icon (comment #30)? I'm not quite clear on the ask if so.
Flags: needinfo?(jslater)
(In reply to John Slater from comment #34) > Side note: we have some old logos popping up in this video. Chase (video > creator) is going to make the update, but we should hold off on any big > promotions with this until then. > > Do you still need input on the icon (comment #30)? I'm not quite clear on > the ask if so. Hey John, Will put the Mark Healy video snippet promotion hold. Comment 30 was in regards to the snippet 40 x 50 png icon for the Sidebar promotion. I didn't know if you wanted to continue to use the same icon that Lee created in Comment 10 (we are already using this icon for snippets promoting the VTCS trailer, Flicks video, and possibly Mark Healy video). I'm fine with using the same one.
Let's use the same one, yes.
Hi Lee (or let me know if someone else should take this one), Our snippets are facing some fatigue and I think switching an icon will help tremendously in boosting our engagement. If possible maybe we can have a surfboard with the Firefox logo on it or have the Fox next to the surfboard with its tail wrapped around it? If you could put together something this week, I would greatly appreciate it!
Flags: needinfo?(ltom)
Hi Matej, We are promoting two more videos on the about:home page for Vans. It will be similar to the other video snippets in terms of user flow --> Watch here and learn more (link to blog post). The first is for the en-us audience and it's attached (Mark Healy video). The second is catered to the Brazil audience and here's the english description of the video: "The Vans World Cup of Surfing is the second jewel of the Vans Triple Crown of Surfing on Oahu's North Shore. Held at Sunset Beach, the big wave event is steeped in tradition, as the infamously long and shifty wave is held in the highest esteem by big wave surfers around the world." The video is here: https://www.wetransfer.com/downloads/c8fb87be008b17e94a3d0a5279a248f520131203115631/a6f858b214048e1552af762bfc48af7c20131203115631/e7cc2d
Flags: needinfo?(Mnovak)
Hey Matej, Carmen actually wrote this copy for the Mark Healy video, let me know what you think? I also need to add a "learn more" in there somewhere for the blog post link. "How does technology change YOUR life? Big wave surfer Mark Healy shares his story in this video from the Vans Triple Crown of Surfing."
Matej is on PTO today so I'll weigh in. Just so I'm clear, the text in comment #40 is for the snippet? Could we just say "How does technology change YOUR life? Big wave surfer Mark Healy shares his story."? (not sure if we're obligated to reference VTCS here...if not, I would cut it)
We don't have to reference VTCS here so cut it.
Great, so let's go with: How does technology change your life? Watch big wave surfer Mark Healy share his story and learn more.
Lets book it!Thanks everyone.
That looks great to me. Thanks. Do we still need the second one here?
Flags: needinfo?(Mnovak)
(In reply to Matej Novak [:matej] from comment #45) > That looks great to me. Thanks. > > Do we still need the second one here? We decided to not show the bigger video on the snippet as we couldn't cut it down without affecting quality. Thanks for checking.
(In reply to Jean Collings from comment #46) > (In reply to Matej Novak [:matej] from comment #45) > > That looks great to me. Thanks. > > > > Do we still need the second one here? > > We decided to not show the bigger video on the snippet as we couldn't cut it > down without affecting quality. Thanks for checking. Great. Thanks.
Hi Matej, Received another video for Vans (attached). Please let me know what you think about the copy: Live what you love with Firefox. Watch upcoming big wave surfer John John Florence share his story and learn more.
Flags: needinfo?(Mnovak)
(In reply to Jean Collings from comment #48) > Hi Matej, > Received another video for Vans (attached). Please let me know what you > think about the copy: > > Live what you love with Firefox. Watch upcoming big wave surfer John John > Florence share his story and learn more. Is his name actually "John John"? Apart from that, one other change: Live what you love with Firefox. Watch up and coming big wave surfer John John Florence share his story and learn more.
Flags: needinfo?(Mnovak)
Oh those young surfers with their "hip names" :) Thanks for the feedback.
(In reply to Jean Collings from comment #51) > Oh those young surfers with their "hip names" :) > > Thanks for the feedback. LOL. Yes, that's his name. He's been surfing/living on the North Shore since he was like 6, so that's how everyone knows him. Although I heard through the grapevine that he wants to move towards using "John". Haha.
Status: ASSIGNED → RESOLVED
Closed: 12 years ago
Resolution: --- → FIXED
Flags: needinfo?(ltom)
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