Firefox going to the edge with Download Day 2008...model word of mouth marketing campaign
Firefox is going for a Guinness World Record for the most downloads of their upcoming Firefox 3 browser within a 24 hour period, a campaign they're calling Download Day 2008.
While I'm not sure exactly when that is (there doesn't seem to be a date certain listed on the site; correct me if I'm wrong), I think the idea qualifies as great word of mouth marketing for a number of reasons.
First, they're using a non-profit style advocacy technique by requesting people make a pledge to download the new version. Since Mozilla is, in fact, a non-profit organization, that makes sense. The pledge is a great way to build a mailing list for use in announcing the release as well as building anticipation for it.
Second, I like the use of a microsite to promote the campaign. It creates a heightened sense of importance on the effort. Microsites offer a number of marketing benefits, something which Mozilla obviously understands. I also like the sense of humor used in a page devoted to other so-called "crazy" world records.
Third, I love the fact they are going all-out with this campaign. Setting a Guinness world record may be more ephemeral than it once was in terms of its ability to garner attention, but I admire their audacity nonetheless. It's a BHAG for sure and is in keeping with what Seth Godin calls Edgecrafting, taking an idea all the way to the edge so that it becomes something remarkable (think 'Purple Cow').
Fourth, I like their use of viral, WOM marketing techniques: Making affiliate banners available for use on blogs and Web sites and encouraging people to spread the word. (One thing I noticed that was missing was a "tell-a-friend" option on the confirmation page once the pledge form had been signed. Seems they missed an opportunity to immediately send a message to a few friends.)
Fifth, I like the fact that they cover the globe by offering the site in multiple languages.
Whether you fancy yourself as a Firefox user or not, their Download Day 2008 project is a brilliant model for how to create a marketing campaign with a message that's attention-getting and worth spreading virally.
Ning: Paul Chaney
StumbleUpon: pchaney
Download Day will be the day the browser launches. They aren't sure what day that is yet, so they haven't specified a date.
Posted by: Ryan | May 29, 2008 at 03:40 PM