Title of the Campaign: AirDog Kickstarter Launch Campaign
Contest category: International Campaign
Summary
AirDog, a world’s first auto-follow action sports drone was launched on Kickstarter in June, 2014. The main PR goals was to inform target audience about AirDog on Kickstarter campaign and reach wide media coverage. The biggest challenge was to make this campaign in US from Latvia.
The launch of the campaign was started two weeks before the launch with the special teaser video to create a buzz. Next step was contacting key media in US and introducing them the product and its launch on Kickstarter. We started media relations by contacting the top journalists of actions sports and technology media.
We reached over 500 media outlets featuring stories about AirDog launch on Kickstarter. We managed to reach 80% of the key media. That all together contributed to the achievement of the main business goal of the company - the set goal of $200’000 was reached in the first three days of the campaign but at the end of the campaign we raised up to $1,368,177.
Pre – research/situation
The product was designed for action sports enthusiasts as well outdoor fans and indie moviemakers. We had to find the most relevant communication channels to reach the target audience. As the general Kickstarter idea is US based, the campaign was launched exactly there. After a period of research we determined the target audience – actions sports and technology media. It was very important to realise that the first days of the campaign are the most crucial for a successful Kickstarter campaign. Studying different cases from Kickstarter history we found out that the most important tools for carrying out a successful campaign on Kickstarter are media coverage and publicity.
Challenge
There were several challenges we faced: launching a Kickstarter campaign in US from Latvia, getting noticed among all technology start-ups, through product and all campaign represent Latvia as a country which can attract investors in high technology and innovative product segment.
Objectives
The main PR objectives were:
1) build awareness and reputation of the world’s first auto-follow drone - AirDog
2) sufficient media coverage about AirDog on Kickstarter
The main business objective was to reach the set Kickstarter goal.
Strategy
The strategy was implemented in several stages:
1) pre-kickstarter teaser video, that didn’t include details about the product - we announced only the date when the product will be available
2) pre-launch campaign with wide media coverage in Latvia to gather local audience as the initial support for social media
3) strategic work with the international key media before the product release to arrange qualitative publications and interviews.
4) information to media about a new product launch on Kickstarter
5) the main focus was on internet and social media as we could deliver our messages to our audience fast and effective.
6) attractive videos and media relations throughout the campaign to provide media coverage about AirDog on Kickstarter
Implementation
The first step was using the teaser video to create a buzz about the product on social media. The video was posted two weeks before the campaign starts and shared on social media as well as in some key media.
There was pre-launch campaign in Latvia with several big stories about AirDog on key media and wide media coverage over 150 publications. We also made a video with the ex-prime minister of Latvia Valdis Dombrovskis – one of the first who tried out the new technology.
Next step was contacting key media in US and introducing them with the product and its launch on Kickstarter. We agreed that the articles about Airdog will be published on the Kickstarter campaign’s launch date as we knew that the first days are the most crucial for a successful campaign. We determined an embargo on publishing for some media until the product launch on Kickstarter. When team members travelled to USA we arranged several interviews with local media as well.
The second wave of information was cast wider – we contacted not only media in US but also all the technology and action sports media worldwide. There were about 5000 contacts. There were new and attractive videos coming out with Airdog and used throughout campaign to strengthen the coverage in social media.
The campaign for the most part ran according to the original plan. The only exception was the unexpectedly fast reach of the first goal that was set on Kickstarter, so we had to issue another announcement about that.
Documented Results
We reached and exceeded all objectives as well as business goal.
The first set business goal of raising $200’000 was exceeded almost 7 times when at the end of campaign $1,368,177 were raised. The set goal of $200’000 was reached in the first three days.
The product was featured on over 500 media outlets during the campaign. We managed to reach 80% of the key media. There were almost 15000 likes in Facebook fan page and more than 150 000 webpage visitors during campaign.
You can see some of the media that featured the product story bellow:
Confidential Information (not mandatory)
Links
AIRDOG ON REUTERS /BBC TECH NEWS episode about AirDog /
BLOOMBERG TV Taking Stock interview with AirDog CEO /
CNET's Daily Tomorrow /
ENGADGET /
TECHCRUNCH /
THE VERGE /
DIGITAL TRENDS /
SURFEMAG /
THE REGISTER UK /
GIZMAG /
MAGIC SEAWEED /
SKIINGMAG /
ARTIC STARTUP /
GEEK / your-personal-aerial-cameraman-1596817/