David beats Goliath
What do 10,000 people from 82 countries have in common? In the early days of the Web, it was a hunger for more reliable Internet surfing and a love for the up-and-coming Web browser Firefox. A Haberman storyteller asked Firefox users to pool their money to buy a New York Times ad for the free, open source browser. Donations poured in, reaching the goal in just 17 hours. Within 18 months, Firefox gained 10 percent market share.
Results:
- Media relations generated hundreds of millions of media impressions.
- Key hits: New York Times, USA Today, cover of Wired magazine.
- Firefox gained 10 percent market share within 18 months.
Storyteller Tools:
Grassroots marketing, media relations, viral web campaign
