As we’re just a couple days away from the Super Bowl, David Rolnitzky (one of our brilliant marketers) and I wanted to go through the fun exercise of having a point/counterpoint discussion around the possibility of Firefox commercial debuting during a future game. I’ll outline a few points below in favor of such a possibility, and then respond to David’s well articulated thoughts (coming soon in an update below).
- Before all else, any effort and decision making around a Super Bowl commercial would be community enabled and driven by the Mozilla community. In other words, something similar in spirit to the NYTimes ad for the Firefox 1 launch.
- Firefox is a mainstream brand (one of the biggest in the world) and would benefit as much as any other brand from a mainstream ad channel. In other words, we’re not Sales Genie with a niche product or service.
- The story of the process behind our ad and of our community decision to have an ad would generate more than $10 million in press. Go Daddy generated this return during a couple recent years.
- Production costs would be zero. We’d be able to use an already produced ad from Firefox Flicks. My personal favorite is Daredevil (below).
- Retention marketing has consistently been a challenge for Mozilla. There are limited opportunities of this size and scale for us to remind existing users that they have a choice beyond the blue e.
Update: David Rolnitzky has a comprehensive counterpoint here. I actually agree with most of what he says, but if you’re interested in a rebuttal, Justin Scott entered the conversation taking on David’s points and supporting the idea of a Firefox Super Bowl commercial.