In June 2010, the European Commission ruled that Microsoft must provide users in the European economic area a Browser Choice screen – nicknamed “The Browser Ballot” – for navigating the Web. While Google and Microsoft spent millions to promote their new browsers, Mozilla, a non-profit with limited marketing spend, had to rely on a communications strategy that integrates traditional and social media to meet the challenges posed by their competitors.
Racepoint worked with Mozilla to mobilize their existing community to educate consumers and build buzz. A website called “Open to Choice” was created to highlight a variety of ways people could get involved, educating and engaging with the broader public about the importance of choosing a browser that suits their particular habits on the Web. Visitors could download posters and flyers, add logos to their Twitter handles, organize booths at local events or give talks. A blog post from Mozilla’s chairman was published to highlight the importance of having the right to “choose your own browser’: and distributed to key national news desks and influencers through social media channels. Racepoint organized media briefings with consumer and lifestyle outlets such as Good Housekeeping, PA broadcast, BBC World Service, BBC Click, The Guardian and The Financial Times.
In one week alone, Mozilla commented and was referenced as the safest or the number one browser for consumers in over 50 broadcast media including the BBC World Service, BBC Click, BBC Radio 4 Today Programme, BBC Radio 1 Newsbeat, Sky News Breakfast, Channel 4 News and Working Lunch. In print and online media including The Financial Times, Telegraph, The Guardian and ZDNet, it was reported that Mozilla had added more than 50,000 new users. In that same week, the Web was swamped with Mozilla advocates championing the “Open to Choice” website with over 16,000 visits and the Twitter handle gaining 500 influencers including the BBC and Google.
