Firefox Launches Open Source Marketing Campaign

  |  December 2, 2005   |  Comments

Staying true to its open source roots, Mozilla Corp. is turning to its community to create video ads and testimonials.

Mozilla is promoting the latest release of its open source browser Firefox with an open source marketing initiative that asks users to create video testimonials.

With the release this week of Firefox 1.5, Mozilla has launched Firefox Flicks, a community-driven marketing campaign to drive worldwide adoption of Firefox.

The company has kicked off its two-stage campaign by inviting users to record video testimonials. It's spreading the word by encouraging supporters to link to video.spreadfirefox.com by giving them "affiliate points" to win Mozilla gear. Once someone lands on the Firefox Flicks site, they can use the tools there to capture and upload Webcam footage explaining why they love Firefox. Mozilla will give away Firefox gear and Amazon.com gift certificates to their favorite video producer each week. Submissions will be accepted until mid-February, when a grand prize winner will be chosen.

"We're making it easy for you to speak out for Firefox. You don't have to be video professional, just ready, willing and excited to tell your Firefox story," according to the site.

The second phase, expected to begin in mid-December, will appeal to the creative community to develop :30 ads about Firefox, the best of which will be used by Mozilla in future Web and TV campaigns.

"Our success has been driven by satisfied users letting other people know they are having a better Web experience with Firefox," said Christopher Beard, VP of products at Mozilla Corp. "Firefox Flicks taps into the creative energy and enthusiasm of our community to tell the world in their own words why they love Firefox."

Past grassroots marketing efforts organized by the passionate user and developer base that has sprung up around the competitor to Microsoft's Internet Explorer include a two-page ad in The New York Times in November 2004 that was paid for with funds raised by Mozilla online. That ad included the names of more than 2,000 donors alongside highlights of Firefox product features. The company has also been collecting written testimonials for the past year on the Spreadfirefox.com site.

The company expects Firefox Flicks to be the first of many community-driven marketing campaigns in coming months.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs