Unbelievably, Kickstarter’s launch in the UK is the second biggest crowdfunding story of the week. The biggest story, of course, is Ouya the video game console that (as of 7:21 AM in New York) had raised $3.8 million and had more than 30,000 backers. As a friend put it to me in a gchat:
those aren’t some kids in a dorm roomthose are professionals raising capitalfor their product
- Video: Super-slick, sophisticated and good looking. Exactly what you’d hope for and expect from a team that is trying to sell a forward-thinking tech-y product.
- Solid copy: Compelling combination of revolution (“Take back the console!”) and nostalgia (“Remember how great playing games on TV was?!”).
- Social proof: Quotes from people who (I assume) are well-known and well-respected in that industry.
- Rewards: Pretty straightforward but a nice early bird option to get things going.
And it’s not a coincidence that the page was so well done.
I emailed Ouya and heard back from Tiffany Spencer who told me that she wrote the copy and that the video was produced by Heist. Tiffany is not, as far as I can tell, a full-time member of Ouya. Tiffany is (in the best way) a hired gun, an experienced and (apparently) talented communications specialist. Heist is not a friend with a camera; they work with “the world’s best known brands”. Point being that Ouya’s very professional and experienced management team has a very professional and experienced promotional team working for them. I don’t know when Tiffany started promoting Ouya but I can guarantee that it was way before the campaign launched.
Just to be clear, I don’t see anything wrong with the fact that Ouya’s success is the result of a campaign conceived and executed by professionals. That said, future campaigners should know that the competition in this capital market is evolving and that a typical video and uninspiring copy will not cut it for much longer. And here’s the plug: SeizeTheCrowd.com.