World Firefox Day
Part of a massive campaign for Firefox, World Firefox Day took advantage of an existing 60 million+ installed user base and employed them as advocates for the brand. Again, you can’t easily pursuade someone to buy a piece of software they don’t know they have or need. It’s much easier to get a person who likes and understands the software to do the job for you. We provided a suitable incentive (their name hardcoded into Firefox 2.0 and the Firefox Friends Wall) and watched them go. The highlight was getting to do an ‘ad’ that ran on Google Firefox front page, and was seen by some 80 million people.
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