Steffen Kabbelgaard Gronning: Our Kickstarter was saved by an image: FORCED Case Study.
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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!
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Steffen Kabbelgaard Gronning: Our Kickstarter was saved by an image: FORCED Case Study.
- 1. Steffen Kabbelgaard Grønning - CEO
- 2. Ta lk purpose starter • ick Describe FORCED on k ic • A bro ad view from start to end
- 3. A short glimps e at FORCED
- 4. - Founded: 2 years ago - Founders: Kenneth Harder and I - Developing: FORCED - Team: “30”, 12 now - Located: Copenhagen/Denmark
- 5. O ur situation h $40.000) • muc Needed money (not m • Needed p ublicity and a community + We had a good story - We had no track record - We were not used to PR
- 7. Preparing/Making it possible • Fin ding a UK/USA contact • Signing a contract
- 8. Prep aring/Research • Other kickstarter pages/Videos • Use early birds • Typical dominan t tiers: $15 and $25 • Lim it Physical products • Carefu l with the humor xD >.<
- 9. Pre paring/Producing Kickstarter page • Visual Sty le (indicates your professionalism) • “Pitch your game” Video • The Video just hard to figure out...
- 10. Pre paring/Producing Banner up y our channels to Kick! • facebook • youtube • Greenlight • Own sites etc.
- 11. campaign arrow The More preparing!? Preparing
- 12. More Preparing/Iterations & feedback ense amounts of ns, iterations... Imm en • Iterations, iteratio feedback a nd tons of opinions...
- 13. More preparing /Before Launch • Ga ther mail addresses • Identify key audience channels • Preparing personal mails • Preparing person al facebook messages
- 14. campaign arrow The Laun ch ! A great start More preparing!? Preparing
- 15. rt/25% in 4 days A great sta t/25 Facebook/Friends anish press (limited natio nal) Kickstarter Crew •D Choice
- 16. campaign arrow The Not a linear curve? Laun ch ! A great start More preparing!? Preparing
- 17. Not a linear curve? Heavy decline in backers Heav y decline in backers
- 18. Special efforts D ay to day planning • Live streaming • Press releases Plan daily in itiatives • Crowd marketing • Social Media/Reddit • Spread out news
- 19. Special efforts/Live St reamingTook lots ts mostly to get evangelis ts of time, Took lots of time, m ostly to get evangelists Took lots of time, mostly to get evangelists QuickTime™ and a decompressor are needed to see this picture.
- 20. Special efforts/P ress Releases it personal to a few Vs non-personal Lim it • Personal channels • Use non-pers onal for your big list • We m ade 3 press releases
- 21. Special efforts/Crowd marketing mended - leads to marketing Not recom m • Gamified bad reputation
- 22. Special efforts/Social Media • Reddit, Imgur, etc. • Powerful! • Hard to handle • Banned • Whining • Has to be fun/emotional
- 23. campaign arrow The Desperate Not a linear curve? Laun ch ! A great start More preparing!? Preparing
- 24. Desperate/Emotional • Your mum starts callin g and sounds like if you hav e a threatening disease • Tough for team moral • Decrease in productivity Reactions Boosting backer reward s S p am F ac e book and twitter, Last 10+ days, daily updates
- 25. campaign arrow The Last week The image Desperate Not a linear curve? Laun ch ! A great start More preparing!? Preparing
- 26. The Image • Basicall y saved our Kickstarter • “The american dream” • Seen by 500.000 • National TV • Backers spreaded it
- 27. campaign arrow The End! Exhausted Last week The image Desperate Not a linear curve? Laun ch ! A great start More preparing!? Preparing
- 28. Exhausted • Totally squ ashed afterwards... • Extreme relief, joy and happyness
- 29. campaign arrow The End! Exhausted Last week The image Desperate Not a linear curve? Laun ch ! A great start More preparing!? Preparing
- 30. Ry an was a troll :( • Kind of a s urprise but not really • Was it actually bad?
- 31. campaign arrow The Post End! Exhausted Last week The image Desperate Not a linear curve? Laun ch ! A great start More preparing!? Preparing
- 32. Post • Collecting Gold • Co mmunity management • Weekly updates • Respond rapidly • Dealing with paypal mail s vs kickstarter system Quality stamp
- 33. Thanks for listening - steffen@betadwarf.com ions`’?? Quest Twit: @BaboonLord