Firefox 3 And Online Marketing With A Fucking Clue

Do you spend a lot of time trying to disseminate the idea that your business is on the cutting edge of what’s going on in the online space?

Easy solution: Sponsor a Firefox 3 Download Day party.

I wish that I could have convinced certain clients of mine in the past to put even ten thousand dollars into the kind of viral, community-driven campaign that Mozilla is engaging in.

Fans are pledging their future use of Firefox 3. They were motivated to do so in part by Mozilla’s suggestion that they set a Guinness World Record. And you can download any one of many badges, like the one above, showing your support. Or you can make your own badge, upload it to the site, and they’ll encourage other people to download it. And there are lots of other ready-made evangelical activities for those who want to feel like they’re part of something special (and they are).

They even have an affiliate program, for Pete’s sake. And you don’t earn money with it, you earn prestige.

And you can literally contribute to the production, documentation, and QA process. Talk about your brand as conversation. Everybody just senses how great Firefox 3 is going to be, even though relatively few have actually used it. (Although, if you like, you can use the latest release candidate.)