Corporate Eye

Mozilla Firefox Sets Guinness World Record

On June 2nd, I published a post called Mozilla’s Firefox as a Relationship Brand where I discussed how Firefox has become a perfect example of a brand whose success relies heavily on its relationship with loyal customers.  I also mentioned that Mozilla was leveraging that relationship with its customers with Firefox 3 Download Day where the company asked customers to help set a Guinness World Record for the most downloads of a software program within 24 hours.  The official results are in and a new world record was, in fact, set. 

Can you guess how many downloads of Firefox 3 occurred between 18:16 UTC on June 17, 2008 to 18:16 UTC on June 18, 2008?

The final result was confirmed by Guinness World Record judges on July 2, 2008 as 8,002,530 downloads within 24 hours.  Getting over 8 million people to act in a single 24-hour period certainly symbolizes a strong relationship with the Firefox brand. 

At this point, Firefox holds 19% market share of the Internet browser customer audience, still significantly behind Microsoft’s Internet Explorer.  However, with relationships that strong, Firefox stands in a great position to keep chipping away at that market share.  In fact, relationship brands typically invite strong brand loyalty, which leads to word-of-mouth marketing from vocal influencers.  With that in mind, Firefox is poised to steal market share faster than ever in the short-term.

Have you spent time and resources to develop a relationship between your brand and your customers?  If not, what are you waiting for? 

Image: Flickr

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.