Could this be the best example of Customer Evangelism ever? I mean, how many other brands do you know of that have customers so loyal that they get gotten together to buy double page ads in major newspapers?
Firefox is a great browser. But it's more than that – and to many Firefox is like a religion. Check out the community love over at http://www.spreadfirefox.com/. It's classic underdog strategy, and proof that the rules of marketing aren't quite the same as they used to be.