Engagement/Firefox/4/UpgradeEMEA
Project Overview
More details coming soon
Goals/Success Metrics
- Persuade users of Firefox 3.6 and previous versions to upgrade (at least 150k downloads)
Background
The targeted user fits into one of these categories:
- Procrastinators: having the ‘up-to-date’ version does appeal to them, but they just haven’t got round to doing it yet. They could also be short of time and/or historically found the effort/reward ratio of upgrading unsatisfying.
- Disinterested: their older version of Firefox “works fine” so they’re disengaged. They don’t think they have a ‘browser problem’ so a ‘browser solution’ isn’t on their radar.
Markets
- Tier 1: France, Germany
- Tier 2: UK, Russia, Poland, Spain, Italy
Magical Mystery Tab Concept
When users open a new version of Firefox for the first time, a special first-run tab opens and introduces them to a new discovery.
We will be curating content to feature in the mystery tab. Those will range from funny videos, html5 demos or downloadable content. This will be a great way to prompt newly upgraded users to recommend latest versions to people around them.
Another aspect of the project is adding a UGC component where each user can suggest content for the next people who will upgrade their Firefox. We could derive a dashboard with country rankings showing what content is most shared locally which we believe could add PR juice to the campaign.
The dashboard and rankings will also help increase local relevance for the content as popular content in a given country but not in others will get recommended to users in that same country only.
Distribution
- Pre-download
- Snippets
- What's new pages (up to 3.6.x)
- Banner ads targeted by browser version (Microsoft, Yahoo)
- Pre & post-download
- Facebook tab, twitter promotions, others (tbd)
- Custom First-Run tab
- Micro-site / pages on moz.com
* Team Members
- Gregory Jost
Planning
- Discuss webdev team's preferred role (does silverorange want to take this project on?)
- Determine agency involvement
- Finalize UX, narrative and design
- Legal
* Link to Bugzilla