Mozilla: Firefox Flicks

Who needs an advertising agency? Certainly not Mozilla, whose immensely popular Firefox web browser roared past the 100 million download mark less than a year after its 2004 launch—all on the strength of word-of-mouth buzz from satisfied cu

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Who needs an advertising agency? Certainly not Mozilla, whose immensely popular Firefox web browser roared past the 100 million download mark less than a year after its 2004 launch—all on the strength of word-of-mouth buzz from satisfied customers and grassroots marketing efforts by the volunteer-based Spread Firefox community. "We realized very early in the game that financially, there was no way on earth we could compete in the advertising sphere with Microsoft, our premier competitor in the browsing space," says Mozilla community coordinator Asa Dotzler. "But we realized that traditional advertising campaigns essentially bombard consumers through massive repetition, because people now have a defense mechanism against this kind of mainstream marketing, and it takes an awful amount of repetition to get something through. But when it's your friend or your mom or your neighbor telling you that something is good, you don't have to be bombarded."

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Date
Feb 01, 2006
Client:
Mozilla
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