June 13, 2008|
In case you didn't know, Tuesday, June 17th is a big day… for the Firefox community. That's when Mozilla will release Firefox 3. It also hopes to set a new Guinness World Record (they've been some wacky ones) for the most software downloads in 24 hours on what it dubs "Download Day 2008." In fact, on the day's official site, people are asked to pledge to download the new browser on that day.
Firefox is one of the most popular alternatives to Microsoft's Internet Explorer browser, and it has a cult following. Thus, it is not surprising that Mozilla, the non-profit organization behind it, actively taps into this crowd to spread its product, and Download Day is one way that it can help foment excitement with the fans.
The whole concept of creating a special day to set a new world record may seem gimmicky, but it is also creative. While a more traditional advertising and marketing campaign might promote the release of the new browser well, Mozilla likely lacks the funds to adequately pull this off on a global — or even national — scale. Further, Firefox is an Internet-based product, and advertising and marketing is different on-line than it is off-line. However, that's not necessarily a hurdle since a well devised scheme can cheaply and quickly turn into a viral phenomenon.
While I bet existing Firefox proponents will make up most of the potential world record participants, the novelty of helping set a record might attract some people to give the browser a test drive. However, the hoopla is mainly for the current user. It gives them a chance to revel in using the program.
Are you excited about Download Day 2008? Do you like to have special days to celebrate your favorite products?