As the release of Firefox 3.5 approaches (codenamed Shiretoko), Mozilla Japan has come up with a unique way to promote the version. They've teamed up with Japan's Shiretoko Nature Foundation and designed an interactive Web site named Discover Shiretoko that teaches visitors about the new browser version as well as the national park after which it was named.

"Shiretoko and Firefox: A Story in Four Parts" examines how Firefox and the Shiretoko World Natural Heritage Site have more in common that it may seem at first glance. Both, for instance, rely heavily on the power of the volunteer community.

A few corporations have ventured into the uncharted territory of user submitted ads and promotions -- GM gave it a try a few years back, and Microsoft recently encouraged users to submit videos based on its "I'm a PC" campaign. There is an inherent danger to this advertising approach, of course, but the Linux Foundation is confident that its "I'm Linux" contest promotion has a major advantage due to the operating system's focus on community and collaboration.