Neville Hobson reports on Firefox’s advertising campaign. User made commercials for the product and Firefox gave the best one a prize. The winners are here.

This campaign works on so many levels.

• It involves customer endorsement;
  
• It makes use of the customer’s understanding of the product - what they see as value (often different to what the marketeers might choose to stress);
  
• The campaign leverages the power of online endorsement, building Google ranking for Firefox.
  

Last night at the Mandrake Club I heard Simon Gulliford, ex-marketing director of Barclays Bank UK talking about how he make a Honda dealership a success. One notion to offer older drivers who were willing to demonstrate a model a £200 discount on their next car for every sale they achieved. One guy got 46 sales for them in a year. Not only was this cheaper than incentivising a salesman, it carried more weight.

This entry was posted on Tuesday, April 18th, 2006 at 11:45 pm and is filed under Social media, Honda, Cluetrain manifesto, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.