Mozilla
Situation at Engagement In May 2005 CERT reported that Microsoft’s...
Situation at Engagement
In May 2005 CERT reported that Microsoft’s Internet Explorer was plagued with numerous security flaws. Mozilla’s more secure and user-friendly Firefox browser was presented with a small window of opportunity to steal market share away from the browser behemoth. Sparkpr was tasked with increasing Firefox’s total number of downloads and leverage its vast user community, all while launching a new marketing campaign.
Sparkpr Strategy
- Exploit IE security flaws to lure market share away from Microsoft
- Galvanize the open source user community into a ‘media response team’ to address and push articles on the browser
- Promote ten ‘big ideas’ in ten weeks and continuously market Firefox momentum
Results
- Marketshare rose from 2% to 10% in nine months
- Secured hundreds of media placements to make Mozilla and Firefox into consumer brands including: Wired Magazine cover story featuring Firefox developers Blake Ross and Ben Goodger (February 2005)
- NBC Nightly News with Brian Williams feature segment on the Mozilla Foundation, taking market share from Microsoft
- Front page feature story in the Wall Street Journal
- National consumer coverage in all Top 25 daily newspapers, by circulation
