steffen kabbelgaard gronning: our kickstarter was saved by an image: forced case study
DESCRIPTION
A postmortem of a successful Kickstarter campaign for the indie game FORCED. Many different PR approaches were tried during the campaign, from crowd-fan pr and live streaming, to social viral efforts. Come and find out, which worked and which did not!TRANSCRIPT
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Steffen Kabbelgaard Grønning - CEOSteffen Kabbelgaard Grønning - CEO
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Talk purposeTalk purpose • Describe FORCED on kickstarterDescribe FORCED on kickstarter
• A broad view from start to endA broad view from start to end
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A short glimpse at FORCEDA short glimpse at FORCED
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- - Founded:Founded: 2 years ago 2 years ago
- - Founders:Founders: Kenneth Harder and I Kenneth Harder and I
- - Developing:Developing: FORCED FORCED
- - Team:Team: “30”, 12 now “30”, 12 now- - Located:Located: Copenhagen/Denmark Copenhagen/Denmark
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Our situationOur situation • Needed money (not much $40.000)
Needed money (not much $40.000)
• Needed publicity and a communityNeeded publicity and a community
+ We had a good story+ We had a good story
- We had no track record- We had no track record
- We were not used to PR- We were not used to PR
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TheThe campaign arrowcampaign arrow
PreparingPreparing
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Preparing/Preparing/Making it possibleMaking it possible• Finding a UK/USA contact Finding a UK/USA contact
• Signing a contractSigning a contract
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Preparing/Preparing/ResearchResearch • Other kickstarter pages/VideosOther kickstarter pages/Videos
• Use early birdsUse early birds
• Typical dominant tiers: $15 and $25Typical dominant tiers: $15 and $25
• Limit Physical productsLimit Physical products
• Careful with the humor xD >.<Careful with the humor xD >.<
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Preparing/Preparing/ProducingProducingKickstarter pageKickstarter page
• Visual Style Visual Style (indicates your professionalism)(indicates your professionalism)
• “ “Pitch your game”Pitch your game”
VideoVideo• The Video The Video just hard to figure out...just hard to figure out...
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Preparing/Preparing/ProducingProducingBanner up your channels to Kick!Banner up your channels to Kick!
• facebook facebook • youtubeyoutube• GreenlightGreenlight• Own sites etc.Own sites etc.
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TheThe campaign arrowcampaign arrow
PreparingPreparing
More preparing!?More preparing!?
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More Preparing/More Preparing/Iterations & feedbackIterations & feedback • Iterations, iterations, iterations... Immense amounts of
Iterations, iterations, iterations... Immense amounts of
feedback and tons of opinions...feedback and tons of opinions...
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More preparing/More preparing/Before LaunchBefore Launch
• Gather mail addressesGather mail addresses
• Identify key audience channelsIdentify key audience channels
• Preparing personal mailsPreparing personal mails
• Preparing personal facebook messagesPreparing personal facebook messages
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TheThe campaign arrowcampaign arrow
More preparing!?More preparing!?
PreparingPreparing
Launch!Launch! A great startA great start
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A great start/A great start/25% in 4 days25% in 4 days
Facebook/FriendsFacebook/Friends
• Danish press (limited national) Kickstarter Crew Danish press (limited national) Kickstarter Crew
Choice Choice
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TheThe campaign arrowcampaign arrow
More preparing!?More preparing!?
PreparingPreparing
A great startA great startLaunch!Launch!
Not a linear curve?Not a linear curve?
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Not a linear curve? Not a linear curve?
Heavy decline in backersHeavy decline in backers
Heavy decline in backersHeavy decline in backers
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Special effortsSpecial effortsDay to day planningDay to day planning
• Live streamingLive streaming
• Press releasesPress releases
• Crowd marketingCrowd marketing
• Social Media/RedditSocial Media/Reddit
• Spread out newsSpread out news
Plan daily initiativesPlan daily initiatives
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Special efforts/Special efforts/Live StreamingLive StreamingTook lots Took lots
of time, mostly to get evangelists of time, mostly to get evangelists
Took lots of time, mostly to get evangelists Took lots of time, mostly to get evangelists
Took lots of time, mostly to get evangelists Took lots of time, mostly to get evangelists
QuickTime™ and a decompressor
are needed to see this picture.
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Special efforts/Special efforts/Press ReleasesPress Releases
• Personal Vs non-personal Limit personal to a few Personal Vs non-personal Limit personal to a few
channelschannels• Use non-personal for your big listUse non-personal for your big list
• We made 3 press releasesWe made 3 press releases
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Special efforts/Special efforts/Crowd marketingCrowd marketing
• Gamified marketing Not recommended - leads to Gamified marketing Not recommended - leads to
bad reputationbad reputation
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Special efforts/Special efforts/Social MediaSocial Media• Reddit, Imgur, etc.Reddit, Imgur, etc.
• Powerful!Powerful!• Hard to handleHard to handle
• BannedBanned• WhiningWhining• Has to be fun/emotionalHas to be fun/emotional
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TheThe campaign arrowcampaign arrow
More preparing!?More preparing!?
PreparingPreparing
A great startA great start
Not a linear curve?Not a linear curve?
DesperateDesperate
Launch!Launch!
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Desperate/Desperate/EmotionalEmotional• Your mum starts calling and sounds like if you
Your mum starts calling and sounds like if you
have a threatening diseasehave a threatening disease
• Tough for team moralTough for team moral
• Decrease in productivity Decrease in productivity
ReactionsReactions Boosting backer rewards Spam Facebook and Boosting backer rewards Spam Facebook and
twitter, Last 10+ days, daily updatestwitter, Last 10+ days, daily updates
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TheThe campaign arrowcampaign arrow
More preparing!?More preparing!?
PreparingPreparing
A great startA great start
Not a linear curve?Not a linear curve?
DesperateDesperate
The imageThe image
Launch!Launch!
Last weekLast week
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The ImageThe Image• Basically saved our KickstarterBasically saved our Kickstarter
• “ “The american dream”The american dream”
• Seen by 500.000Seen by 500.000
• National TVNational TV• Backers spreaded itBackers spreaded it
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TheThe campaign arrowcampaign arrow
More preparing!?More preparing!?
PreparingPreparing
A great startA great start
Not a linear curve?Not a linear curve?
DesperateDesperate
The imageThe image
ExhaustedExhaustedEnd!End!
Launch!Launch!
Last weekLast week
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ExhaustedExhausted• Totally squashed afterwards...Totally squashed afterwards...
• Extreme relief, joy and happynessExtreme relief, joy and happyness
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TheThe campaign arrowcampaign arrow
More preparing!?More preparing!?
PreparingPreparing
A great startA great start
Not a linear curve?Not a linear curve?
DesperateDesperate
The imageThe image
ExhaustedExhaustedEnd!End!
Launch!Launch!
Last weekLast week
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Ryan was a troll :(Ryan was a troll :(• Kind of a surprise but not reallyKind of a surprise but not really
• Was it actually bad?Was it actually bad?
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TheThe campaign arrowcampaign arrow
More preparing!?More preparing!?
PreparingPreparing
A great startA great start
Not a linear curve?Not a linear curve?
DesperateDesperate
The imageThe image
ExhaustedExhausted
PostPost
End!End!
Launch!Launch!
Last weekLast week
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PostPost• Collecting Gold Collecting Gold
• Community managementCommunity management
• Weekly updatesWeekly updates
• Respond rapidlyRespond rapidly
• Dealing with paypal mails vs kickstarter systemDealing with paypal mails vs kickstarter system
Quality stampQuality stamp
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