Big Tech billionaires want control. Gen Z wants freedom.
Mozilla Firefox set out to make its “Open What You Want” platform feel tangible, cultural, and participatory for a generation that doesn’t trust Big Tech—or brands that back it. The goal wasn’t to lecture Gen Z about privacy or browser choice, but to invite them into a shared act of rebellion and satirical catharsis. Firefox is the only major browser not owned or backed by a billionaire, which means they were uniquely positioned to stand with a restless generation and show them ways to take the power back.
Billionaires trade your data like it's money so they can fund their rocket trips into space. So we created an entire longform joke where we help them do just that, and wish them Bon Voyage for good by launching them all into space, one way.
So, we created Billionaire Blast Off, a 4 month, multi-tier campaign designed to:
The campaign gave people a way to learn about, laugh at and take control over the absurdity of billionaire behavior—letting them create billionaire personas, battle Big Tech power, and ultimately send fake billionaires on a one way trip into actual, for real, outer space.
Billionaire Blast Off was built as a connected ecosystem rooted in deep cultural insight, calculated risks and world class creative production.
1 Campaign, 6 Activations, 12 Launches, 4 Months, 1 Team
Directed, designed, produced and developed 90% in-house, and choreographed to build momentum across digital, physical and blended-reality touch points throughout Q4.
Insights
Execution
The home base for Billionaire Blast Off was an evolving interactive microsite that acted as mission control for the campaign. From there, users could create and share their own AI slop billionaires, take GenAI-powered space selfies, play our custom physical and digital card game, and follow along with the campaign and real life space launch via livestreams and social aggregators.
Gameplay became the engine of participation. Data War, a custom physical-to-digital game, let players battle billionaire control through card play, strategy, and social sharing. The game extended naturally into digital spaces, encouraging repeat engagement and community involvement.
The campaign expanded IRL at TwitchCon, where Firefox brought the world of Billionaire Blast Off to life through an immersive booth experience.
Attendees played the game, created their own Billionaires to blast off using innovative AR Holobox displays, explored campaign lore, and took home custom merch—all while engaging directly with Firefox’s mission.
Social and streaming platforms were treated as native environments, not distribution channels. Twitch streams, short-form social content, and creator-friendly moments were designed for remixing, reaction, and participation rather than polish.
The campaign culminated in a real-world spectacle: a physical space launch where a rocket containing all the community's Billionaire creations was sent into actual space, with a launch event hosted at the TwitchCon block party, livestreamed on the microsite and shared across platforms. What began as satire became something tangible, proving the campaign wasn’t just symbolic—it followed through.
Every touchpoint adapted to its platform while reinforcing a single idea: the internet should be open, not owned.
“TheBigBois team got hands-on with the game at the Firefox Booth on Saturday, where we quickly realized this satirical card game is far more than just a clever marketing stunt. It’s a genuine blast, and it carried the energy of the event right back to our hotel and out to the Block Party.”
- The Big Bois Game Reviews
“It's a fun, satirical way to expose the hidden business of your data and flip the script on Big Tech.”
- Bleeding Cool
“It’s chaotic, it’s funny, and it’s such a clever way to remind us that we should be in control of our data, not big tech.”
- @latinatechbestie / TikTok
Billionaire Blast Off succeeded because people didn’t just consume it—they joined it.
The campaign drove strong participation across its interactive ecosystem, with 3,600+ AI Billionaires created, 30,000+ physical and digital game participants, and 20+ press and influencer media spotlights, with countless organic impressions. Engagement rates consistently outperformed passive social benchmarks, fueled by mechanics that rewarded curiosity and repeat play.
The TwitchCon activation generated sustained IRL engagement, social reach and organic impressions through participant livestreams, short-form content, and community sharing, with consistently long lines, repeat gameplay, and high merch uptake.
The real-world launch moment became a cultural punctuation mark, earning coverage across tech, culture, and marketing media and amplifying the campaign far beyond paid placements.
The campaign reinforced Firefox’s brand values with Gen Z audiences who value transparency, agency, and control—often creating new brand advocates and evangelists on the spot.
