Rebecca Leib breaks down the Mozilla team's amazing use of online word of mouth marketing to promote the Firefox browser. The campaign to date has helped generate over a million downloads per day since Firefox emerged out of beta; registered over 25,000 volunteer marketers; encouraged about 100,000 Web sites to display promotional buttons and banners; generated wall-to-wall coverage in the blogosphere and mainstream media; and raised a quarter of a million dollars for a full-page ad in The New York Times. The future is now.








