 The challenge: How can I become the talk of the town without the PR-Budgets of a market giant? Here's what we got: The non-profit Mozilla Foundation contributed its famous internet-browser Firefox, release 3. arcendo communications was the PR ageny that knew the buttons to push. Finally, there was need for ideas to tell the people: Firefox 3 ist the web browser of choice!
The overwhelming echo speaks for itself. There was full coverage in online publications like Spiegel, Focus, Süddeutsche Zeitung, Abendzeitung, Welt,
Handelsblatt, Financial Times Deutschland, Manager Magazin, plus in more than 100 local newspapers. We also gained area-wide printed coverage: Welt, Computer Bild, Financial Times
Deutschland, FAZ am Sonntag and Frankfurter Rundschau, to mention few. 100+ daily papers featured the Mozilla launch; many of them with multi-page reports. Spiegel Online finds this remarkable enough:
"By the end of May, Mozilla announced in a unparalleled professional
PR-campaign, that they expect a Guinness World Record this time ."
translated from Spiegel Online, 17.6.2008
"After all, the call to contribute to a Guinness World Record ... must be regarded a brilliant marketing act."
translated from Spiegel Online,
18.6.2008
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