Websites/De Todos Para Todos

Description / Overview

De Todos Para Todos (From All To All) is an engagement effort to extend the Firefox brand campaign (https://wiki.mozilla.org/Brand/Firefox) efforts to LATAM. Initial focus will be Brasil and Argentina - key countries from a marketshare and internet penetration standpoint. DTPT aims to spread the message that Mozilla is a non profit organization, interested only in maintaining the internet as an open space, where everyone can participate. The campaign will use online and offline activities, asking people to join the Mozilla Firefox cause for a better internet for all in a variety of simple, fun and collaborative ways.

• Influencers: Community members, influencers (people like Gilberto Gil, MTV show hosts, internet celebrities from LATAM) will also help to convey and galvanize the message.
• Site: Provides information about the campaign with videos of key influencers and an invitation for people to participate with their videos or become supporters by sharing the message, using Firefox, or even expressing their opinion about how important is the web in their lives.
• Partnerships: online and offline properties will provide a platform to present the campaign in a different but equally important way, reaching a very relevant demographic that has a great potential to galvanize the message and become contributors.
• Events: participation and sponsorship at tech and cultural events (Music, Art, etc..).
• Guerrilla marketing: Will also generate more brand exposure around events. Anything from "clean ads" to special activations.
• Universities: reach out to students and teachers to capture testimonials to be posted on the campaign site and additional support;
• Other initiatives such Facebook Application and online media will support the campaign, always focusing on making the message very engaging and easy to be shared.

Site elements

• See visual + site elements.

Timeline

(launch date, duration of campaign, project milestones, whatever you have)

Website Live - 11/21/11 - 3/1/12

Coordinated Marketing Efforts

Events - Ongoing

• Festival Cultura Digital BR - December 2-4
• Sao Paulo and Buenos Aires University Tour - February 2012
• More events announced soon

Email Marketing

16 november - announce participation in local events, teaser 14 December - DTPT site, call to action 25 January - TBD 29 February - TBD

Contact sheet

• [LATAM team https://docs.google.com/spreadsheet/ccc?key=0ArmifO4yz9nUdElTNmR6Nmh6bTQ1bWthOFJMTmJ1Zmc]

Other documentation

Should we include some PDFs of creative? Yep.