This was a really nice campaign (kickstarter page; video). Successful (it received $12K+ of a $7K goal), it did a good job of balancing a rational proposition (creating a curriculum friendly teaching resource about Edmonton) with an emotive impact (seeing Edmonton visualized in a contemporary artistic style; for Edmontonians, well, we’re not used to seeing that. That has punch). It offered a series of rewards that really made sense to those choosing to contribute (personalized drawings, giclee prints, etc.). All in all an exemplary campaign.
Biopod (page, video). This is a phenomenally successful campaign, raising over $400K of a $30K goal and designated as a “Project We Love” by Kickstarter staff. A bridge from our biophilia/technobiophilia module, its popularity speaks to our instinctive bond to life. The cloud-based community of biopod owners tap into the collective experience of its members, a crowdsourced green-thumb. The presentation does a good job of showing value and possibilities while tapping into our innate attraction to nature.
The challenge for this campaign is managing success: controlling production and delivering to an expectant audience as some grumblings in the comments seem to suggest. As the Foremski article points out “some of the kickstarted ventures…get derailed because they mismanage the complexity of the manufacturing process” (2013).
With 11 backers, raising $2,870 of a $200,000 this was not a successful campaign. I’m not sure it was entirely serious. I’m not sure what to think actually (maybe this isn’t a product at all but the campaign is some kind of performance art? parody?). There are many problems here. The video pitch is tone-deaf. Charitably, it is an attempt to be funny that fails. It is, at best, off putting and openly misogynistic. The in-page narrative continues with the jokey/novelty theme of the product which is at odds for a device that would cost hundreds of dollars to purchase. It completely fails to present a value proposition for the product. If I were to improve this campaign, I would lose the novelty, lose the misogyny, and attempt to piece together a narrative that would focus on the unique benefits of the device (having wireless connectivity to an LCD? are there not such things?). Frankly I’m not sure that’s possible.
Foremski, T. (July 2013). “Cultivating a Smarter Crowd: Norwest’s Startups Move Beyond Crowdsourcing, http://www.siliconvalleywatcher.com/mt/archives/2013/07/cultivating_a_smarter.php