Community as Advertising Engine

“The story of Free, the internet service provider (ISP) launched in the first months of 1999, is one of technological adventure, but also of an incredible bond created with its subscribers who will accompany it throughout its development. Self-named "Freenautes," and organized into a community via the Association of Free Users (ADUF), these users behave like a true fan club, commenting on every initiative of the operator on dedicated sites such as Univers Freebox, Freenews, etc. This represents significant savings for the group's advertising budget. The first offer put on the market shines with its simplicity. There is no subscription. The user pays the telephone communication related to the duration of their connection at the local internet rate of France Telecom, which then reverses approximately 98% of the revenue generated back to Free. The word "free" is permanently etched in the public's mind on this occasion.”

“"There are two people in marketing at Free when there are a hundred at competitors. Xavier Niel was able to impose the brand simply by word of mouth by marrying technical excellence with intuitive marketing. "”