Firefox Fans Place NY Times Ad
Fans of the Mozilla Foundation's new Web browser, Firefox 1.0, rallied to raise money and place a two-page ad in the New York Times. This terrific example of word-of-mouth marketing generated a triple marketing whammy: the group's innovative way of bringing together Firefox advocates to raise money for the ad generated stories in the New York Times and elsewhere, technical design problems created more press when the ad was delayed, and finally, the ad itself ran (to yet more fanfare).
