Firefox Flicks, the grassroots marketing campaign designed to increase awareness of the Firefox browser, ended on Friday.
Last week, Mozilla began showcasing some of these videos.
Many of them demonstrate some really great creativity and imagination. While the contest winner will get a $5,000 gift certificate for photo and video equipment, I’d guess many of the submissions weren’t done with an eye purely on that prize.
This Firefox campaign is another example of an opportunity there for the taking if you have a bit of imagination and lots of passion – look at what happened 15 months ago with the Firefox ad in the New York Times.
Asking users to produce your ads is about as far removed from traditional advertising practice as you can get. It’s not the first – look at GM’s Chevy Tahoe campaign and many others – and it certainly won’t be the last.
This doesn’t mean the end of traditional advertising and advertising agencies As We Know It. What it does give us, though, is another disruptive signal that much is changing in the way some things are done, and the speed of that change is increasing.
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Neville Hobson is the author of the popular NevilleHobson.com blog which focuses on business communication and technology.
Neville is currentlly the VP of New Marketing at Crayon. Visit Neville Hobson’s blog: NevilleHobson.com.
