We helped Mozilla frame its ‘Open to Choice’ initiative, activating its sizeable community around events designed to communicate the importance of keeping the web public and open.
In spring 2010, the EU’s Competition Commission ruled that Microsoft had to offer all EU Microsoft operating system users a selection of browsers in what became known as the ‘browser ballot’. The browser ballot gave all European Microsoft operating system users the choice to download, and set as their default, one of 12 leading web browsers – including Safari, Chrome, Firefox, Opera, and Internet Explorer.
We worked with Mozilla to develop a social strategy for their ‘Open to Choice’ campaign – to help European web users understand the importance of making an active choice about the browser they use. Moreover, our strategy had to show how browser choice fits in to the wider issue of open web standards.
Using a dedicated Open to Choice blog and Twitter account we disseminated content designed to help people make a more informed browser choice. We created ways to enable the Mozilla community to spread the Open to Choice message and associated assets (such as blog badges, Twibbons and downloadable flyers).
We also helped disseminate ‘Open to Choice’ content across Mozilla’s sizeable community of developers, advocates and fans, using their existing Mozilla Facebook, Twitter, Wiki and blog communities.
The nine key blog posts that we created for the launch of the Open to Choice campaign quickly generated a lot of debate with over 1,189 comments being posted by readers. Within a six-week period, we recruited over 2,500 followers to the @OpenToChoice Twitter feed, of which almost half added the Open to Choice Twibbon to their own Twitter avatar.
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