Dissecting Firefox Marketing

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.