Mozilla to Announce the “Fight Against Boredom” Marketing Campaign
Mozilla, dead set on retaining users, will launch a new online campaign called the “Fight Against Boredom.” This campaign is Mozilla’s first foray into viral marketing and represents a heavy investment from the open source company. Mozilla selected AKQA as the marketing firm to create this campaign.
As part of the campaign, Mozilla will release a video featuring internet stars such as Tay Zonday of “Chocolate Rain” fame and Leslie Hall of “Gem Sweater” fame singing a song about how un-bored Firefox users are. Additionally, Mozilla has created a Facebook application and a Facebook page that users can become fans of.
The video itself features the following stats, which state that, compared to IE users, Firefox users are:
- 14% less likely to have sleeping disorders
- 67% more likely to go mountain biking
- 40% less likely to be widowed
- 53% more likely to go hiking
- 60% more likely to drink microbrew beer
- 51% less likely to be an Accountant
- 26% more likely to have gone to a live concert
- 26% more likely to have seen live music
- 45% more likely to have gone on a date
- 36% more likely to play extreme sports
- 76% more likely to have watched a foreign film
- 21% more likely to have an espresso
- 14% more likely to enjoy power weightlifting
- 34% more likely to participate in snow sports
- 6% more likely to practice yoga
- 113% more likely to be a student
- 139% more likely to go rock climbing
- 17% more likely to be self-employed
- 16% less likely to have fungal infections
- 41% more likely to have watched a documentary
- 36% more likely to participate in extreme sports
- 69% more likely to be in the Arts & Entertainment industry
It ends with the call “Rise up and take action” and closes with the Firefox logo and text “Firefox Users Against Boredom.” Users are urged to visit fightagainstboredom.org for more information.
In essence, what Mozilla is trying to do here is ride the fame of internet “stars” who have a following on YouTube, MySpace, and Facebook. While the Lizard has no doubt that this campaign will be successful simply due to the number of internet stars Mozilla tapped to make it possible, I do believe that this is a waste of Mozilla’s money and effort. Promoting Firefox is arguably a good thing, but doing it in such a lame way doesn’t truly convert users.
Really Mozilla, who’s going to believe Firefox users are 45% more likely to have gone on a date? Have you met one?