When I wrote on Firefox last week, I didn’t realize they were in the middle of a large campaign. It appears those crop circles WERE created by passionate users and not by advertisers, but they do happen to coincide with Mozilla’s first big advertising push.
From television advertising to Facebook placement, Mozilla is trying some smart new angles:
Asa also mentioned an upcoming campaign using Facebook. They have a “sponsored group” there and they will launch a campus outreach program soon – which will involve having nominated students be Firefox’s representatives “on the ground” for distribution. Additionally Facebook has built a “Firefox companion”, which will be a set of tools and extensions for Facebook (for notifications, status alerts etc when students are not logged onto Facebook’s website). They’re looking at this as a prototype that they may use for the likes of MySpace and Orkut in future.
I am a big fan of these sponsored groups. Likewise, I think the sponsored news on TechMeme is smart for a tech focused item. I wonder if they are implementing that as well.
Firefox will do well, as long as they keep their focus on the user. IE7 has been able to copy much of what makes Firefox good (tabbed browsing, security), but they can’t copy what makes Firefox great (a network of evangelists that feel good about making great plugins for free).