The Truth about Mozilla

Mozilla to Announce the “Fight Against Boredom” Marketing Campaign

Posted in Mozilla by The Lizard on January 7, 2008

Un-mentioned in the marketing team’s goals for 2008 is a new marketing program that will be launching this week.

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.

The video is available in Mozilla Create Director, John Slater’s “people” account. Download the 80 MB file now before they remove it.

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?

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15 Responses

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  1. Don Wilson said, on January 7, 2008 at 8:30 am

    Believe nothing that this site says, it’s fake marketing. Firefox lost my respect with this stupid bullshit.

  2. Gerald said, on January 7, 2008 at 10:47 am

    The devil and fire fox users:
    Chart:

    http://paradigmintel.blogspot.com/2007/12/devil.html

  3. Boring Market said, on January 7, 2008 at 12:53 pm

    47% more likely to have their own blog.

  4. despuesdegoogle » » Firefox es guay said, on January 7, 2008 at 2:58 pm

    […] las estadísticas que presenta el blog para evidenciar las ventajas de […]

  5. vailvalley said, on January 7, 2008 at 3:22 pm

    Yeah right..

  6. […] January 7, 2008 · Filed under Mozilla &#183 Tagged fightagainstboredom, mozilla, techcrunch To the half-witted moron at TechCrunch who decided to publish the Lizard’s recent exclusive regarding the Fight Against Boredom viral marketing campaign, […]

  7. Stephane said, on January 8, 2008 at 3:57 am

    “45% more likely to have gone on a date”

    Probably just says that 9 year olds are not using Firefox. As far as I know, that’s about the only segment of the population that has “never” been on a date. Or is Mozilla only targeting egotist teenagers that will take the number at face value without thinking that the world extends beyond their narrow age band?
    On second thought, given the “stars” they have selected…
    “Teenage culture”… what an oxymoron.

  8. Marty said, on January 8, 2008 at 4:28 am

    This is a really poor attempt at a viral campaign, the clip just doesn’t have the important qualities that will encourage people to spread it.

    The website is locked… which is where this might turn interesting.

  9. Fred said, on January 8, 2008 at 6:21 am

    Don , we all know that it’s fake marketing !!! It’s just funny marketing so you’d better laugh or leave …
    Firefox got my respect with this funny bullshit :))

  10. […] “The video itself features the following stats, which state that, compared to IE users, Firefox users are: […]

  11. kyknoord said, on January 9, 2008 at 3:28 am

    51% less likely to be an Accountant
    45% more likely to have gone on a date
    Coincidence?

  12. […] that IE is just a boring option and Firefox makes people happy. On the fake blog they show several statistics to prove their […]

  13. […] news on the campaign was released on January 7 by Lizard at The Truth About Mozilla. According to Lizard, the campaign was created by AKQA, an ad agency that has also done work, […]

  14. […] AKQA [que paradojicamente también realiza trabajos para Microsoft] fue lanzado en el blog The Truth about Mozilla, y fue reseñado rápidamente en TechCrunch y Computer […]

  15. […] for making decisions for the community without consensus from them. Think of it this way: Hate that new marketing campaign? Too fucking bad. Mozilla’s going to run with it anyway. We’ve become a lot less self-conscious […]


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