Main article: Spread Firefox
The rapid adoption of Firefox, 100 million downloads in its first year of availability, followed a series of aggressive marketing campaigns starting in 2004 with a series of events Blake Ross and Asa Dotzler called "marketing weeks".
On September 12, 2004, a marketing portal dubbed "Spread Firefox" (SFX) debuted along with the Firefox Preview Release, creating a centralized space for the discussion of various marketing techniques. The portal enhanced the "Get Firefox" button program, giving users "referrer points" as an incentive. The site lists the top 250 referrers. From time to time, the SFX team or SFX members launch marketing events organized at the Spread Firefox website.
The "World Firefox Day" campaign started on July 15, 2006—the anniversary of the founding of the Mozilla Foundation—and ran until September 15, 2006. Participants registered themselves and a friend on the website for nomination to have their names displayed on the Firefox Friends Wall, a digital wall that will be displayed at the headquarters of the Mozilla Foundation.