I'm not sure why this is downvoted. I work in advertising as a conceptual creative. My entire career is about creating ideas like this for brands.
An art director and copywriter sat in a room together over two days and came up with lots of different ideas to generate PR for Mr. Robot. They presented the ideas to a creative director, who went through the work and picked the one he felt was most suitable. They presented it to the client, who supported the idea.
There would have been some line of communication from the creative agency, whoever owns Mr Robot, a media/PR agency and Mozilla. The idea was bought by the client, had the agency liaise with media/PR, got in touch with Mozilla with an undisclosed donation and the add-on was coded.
An art director and copywriter sat in a room together over two days and came up with lots of different ideas to generate PR for Mr. Robot. They presented the ideas to a creative director, who went through the work and picked the one he felt was most suitable. They presented it to the client, who supported the idea.
There would have been some line of communication from the creative agency, whoever owns Mr Robot, a media/PR agency and Mozilla. The idea was bought by the client, had the agency liaise with media/PR, got in touch with Mozilla with an undisclosed donation and the add-on was coded.