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A holiday campaign to acquire Firefox for Android users by promoting the new Camera UI which demonstrates Firefox as an engaging and compelling mobile browser to a mainstream audience. The campaign will be centered around a mobile optimized microsite which promotes the camera functionality and uses HTML5 technologies to create entertaining, fun and engaging user experience. The user can capture photos, decorate with filters and effects, and share via social networks and email right from the browser. <br>
The campaign will help introduce Firefox to a more mainstream audience by showing off impressive technologies in a digestible way since Firefox for Android currently has a developer/tech-enthusiast following. Photo sharing apps are popular with mainstream audiences, and this campaign will give users an easy and fun way to capture, alter, and share. The Camera UI allows websites to integrate a camera functionality directly into the site, eliminating the need to use a separate camera app. This feature would make Firefox an engaging mobile browser because it offers web pages new opportunities to use the camera functionality for taking pictures, scanning, augmented reality, and more. <br> <br> == Objectives & Metrics<br> == Increase awareness of Firefox for Android and drive engagement *[P1] photos shared, download conversions*[P2] campaign impressions, CTR to /mobile, bounce rate<br> == Target<br> == #Android owners who use photo-sharing apps#Firefox desktop users who own Android devices (but not currently Firefox mobile users)#Existing Firefox for Android users<br>
== Other: ==
