Mozilla, the for-profit company developing and marketing Firefox, has set up a Web site for fans to upload 30-second videos describing why they like the browser. A second part of the ad contest, called Firefox Flicks, is set to be unveiled in mid-December, and is aimed at creative professionals and students.
"Our success has been driven by satisfied users letting other people know they are having a better Web experience with Firefox," Christopher Beard, vice president of products at Mozilla Corp., said in a statement. "Firefox Flicks taps into the creative energy and enthusiasm of our community to tell the world in their own words why they love Firefox."
The contest is an expansion of a previous grassroots effort that led to a community-sponsored two-page ad in The New York Times in November 2004. The ad was in support of Firefox 1.0.
Mozilla is waging an uphill battle for market share against the dominant browser Microsoft Corp.'s Internet Explorer, which has 86.5 percent of the market, according to Web-monitoring firm NetApplications. Firefox has an 8.6 percent share.
The latest marketing program is the first in a series of campaigns that Mozilla plans to roll out in the coming months, company officials said.