We have found 12 of the best iickstarter press releases to help provide examples when you write your press release. Each of these press releases helped these projects raise over one million dollars. Together they collectively raised over 70 million dollars.
Reviewing the best Kickstarter campaigns can help you understand how to create a successful campaign. The press release is an important part of a larger crowdsourcing PR plan.
Press Releases are short, simple descriptions that the media use to relay information to their viewers. A great written press releases contain only pertinent information. They often include quick facts, images in a press kit, and quotes.
To show just how valuable a press release is, let’s take a look at a few Kickstarter campaigns (and their respective press releases) that managed to generate these impressive funding numbers.
Once you have read these examples you can learn how to write your own Kickstarter press release.
Download this entire post as a quick reference PDF. It also includes how to create a press release and press kit for Kickstarter.
1. The Micro
Described as the first truly consumer-based 3d printer, the Micro managed to raise 3.4 million dollars during it’s Kickstarter campaign. The press release for the campaign appealed to both everyday users and hardcore 3d enthusiasts. It includes examples such as “custom toys, jewelry, and chocolate molds”. These impressive examples appealed to a large number of potential users, which helped garner their impressive funding numbers.
2. The Dash
The Dash is an oddly named, but very well performing Kickstarter campaign. They are great wireless in-ear headphones. It raised over 3.3 million dollars during the campaign, smashing its initial goal in less than two days. The press release for the Dash contained stimulating language like “beautiful marriage of …”, the tone of this press release is very unique.
3. The G-RO
The G-RO is described as a “unique companion bag” designed to meet the needs of any and all people who frequently travel. It reached its Kickstarter goal of $125,000 in 6 hours and raised a total of just over 3.3 million dollars during its campaign time. The press release for the G-RO detailed the new design features of the G-RO over other luggage. They used real world examples to describe the functionality of the bag. Without these examples, it’s highly likely that the new design choices, which were radically different from previous luggage, might have been overlooked.
4. The Pebble Time
The Pebble Time is a smartwatch, a wearable mini-computer that does much more than tell time. The month-long campaign ended with over 20 million dollars. The Pebble is one of the most-funded Kickstarter campaigns of all time. Pebble began as a crowdfunded company several years before the Pebble Time was introduced. Their many campaigns are worth checking out. They began their press release with a reminder of their previous crowdfunding success before going into a description of the newest technology they developed for their brand. The Pebble Time news release qualifies as one of the Best Kickstarter Press Releases ever.
5. The Coolest Cooler
The Coolest Cooler is, as its name would suggest, a cooler. Although it contains other gadgets that users in the modern world would find helpful. According to its press release, it contains useful gadgets like a blender and essential cooler necessities such as a bungee cord and ceramic knife. It’s a cooler, with all the extras you never really knew you needed. Perhaps with additional thanks to its extra features, it raised over 13 million during its Kickstarter campaign, making it the most funded Kickstarter in 2014. Its success also dictates that it qualify for one of the Best Kickstarter Press Releases of all time.
6. The Worlds Best Travel Jacket
Perhaps the most interesting campaign on this list is The Worlds Best Travel Jacket. It’s said to have 15 features including a drink pocket for on the go drinkers, an iPad pocket for on the go iPadders, handwarmer pockets for those cold winter days, a neck pillow and eye mask for those who like to sleep on the bus, and much more. Apparently, its features detailed in the press release earned it enough support to reach a surprising 9.1 million dollars during its campaign time.
7. The Oculus Rift
The Oculus Rift is probably one of the most popular devices that received its initial funding through Kickstarter. Boasting a lofty goal of being the world’s first real virtual reality headset, the Oculus Rift set an initial goal of 250,000 dollars and then blew right past to a total of 2.4 million dollars. The press release for the Rift claimed that it would be the first system to let gamers step into their games rather than just playing them. This press release is unique in that it included more quotes from developers and less technical data. This uniqueness certainly didn’t hinder the campaign as the Rift project was ultimately acquired by Facebook.
8. Dark Souls, the Board Game
The original hellacious game Dark Souls has decided to make a return, this time as a board game. Described as the “hardest board game you have ever played” (fans of the series will realize almost immediately how much of an understatement this is), Dark Souls – The Board Game reached an astonishing 3.7 million British Pounds (about 5.4 million US Dollars) during its campaign. This level of crowdfunding is a real feat considering just how much the Dark Souls game loves to make its players suffer. They also sent an amazing press kit to media organizations.
9. The Everyday Messenger
A Messenger bag designed for professional photographers, the Everday Messenger set a lofty goal of redesigning every element of the conventional messenger bag. Professional photographer Trey Ratcliff started the whole campaign with a simple complaint about how his camera bags were terrible and a wish that he could have a messenger bag that doubled as a camera bag. It apparently worked, as they raised 4.8 million dollars during the campaign. The press release included Trey’s original complaint in full, which resounded with other professional photographers. This is a great example of a campaign that is not focused on technology that raised a large amount of money.
10. Torment: Tides of Numenera
Another project from the video game category, the CRPG (Computer Role-Playing Game) Torment: Tides of Numenera managed to raise an impressive 4.1 million dollars. This putts it in the top 5 video game Kickstarters. It’s described in the press release as a “thematic successor to Planescape: Torment” and is said to have been created by a team made of mostly creators of Planescape. This certainly appealed to fans of the Planescape game. It’s currently available for Early Access on the popular gaming platform Steam.
11. The Kokoon Headphones
The press release for the Kokoon headphones positions it as a truly new product. It claims that the Kokoon headphones use “medical-grade EEG technology to help users achieve better sleep.” The Kokoon includes hidden EEG sensors to assist in determining the patterns of the wearers sleep cycle, allowing them to adjust the audio levels automatically throughout the night. It also helps determine the most opportune moment to awaken the user. This can prevent a groggy, sleepy-eyed start to the day. Kokoon partnered with Onkyo and Pioneer Corporation to build the audio for the headphones. This helped to create a high-quality audio headset. They also offer active noise cancellation to help block out sound while sleeping. The successful 1.9 million dollar campaign just proves that people everywhere are tired of noisy buses and would like a little bit of peace and quiet on their way to work.
12. The OLO Smartphone 3d Printer
The OLO rounds out this particular list with an interesting press release. It starts out with the following situation: “Imagine being able to print 3D objects directly from your smartphone for just $99. That’s the reality of OLO!”.
That certainly sounds impressive. And the rest of the press release doesn’t fail to deliver either. The OLO won the World Markers Faire Editor’s Choice Award in 2015. The printer can produce 3d objects with a resolution of 42 microns, or 0.00003937 inches, which is very precise. The OLO managed to earn 2.3 million dollars in its campaign, thanks to smartphone users everywhere (and a good press release).
As these examples show, good press releases (especially ones that include impressive examples and imagery) are a significant element in launching a successful Kickstarter campaign.