Well, clever perhaps isn't the word but effective sounds a bit dull.

Creating a buzz around Firefox 3.0's launch day by attempting to make a World Record for the number of software downloads has worked rather well.  Over 8.3 million users grabbed the software within the 24-hour window, a figure that is being impartially scrutinised before submission to the Guinness Book of Records.

The fact that no other software company has previously attempted this record will no doubt leave some well-paid marketing execs kicking themselves. 

In terms of web development, Firefox 3.0 promises a "leaner, speedier experience", with access to sites like gmail being up to 6 times faster.  It certainly has our own developers smiling!