Get inspired while writing your campaign press release. We have collected 12 of the best Kickstarter press releases as valuable examples. Each of these releases helped their projects raise over one million dollars. Collectively, they 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 feature of a larger crowdsourcing PR plan. These releases highlight bes practices that you can incorporate in your writing.
Press releases are short, accessible news stories that the media uses to relay information to their audience. A well-written press release contains only pertinent information. They often include quick facts, quotations, and associated images within a press kit,
To demonstrate 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 its Kickstarter campaign. The press release appealed to both everyday users and hardcore 3D enthusiasts. It included examples such as “custom toys, jewellery, and chocolate moulds”. These impressive, specific 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. The product is a set of smart, 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 such as “beautiful marriage of …”. This tone gave the release and the product a unique feel.
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 travel frequently. 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 that distinguished it from 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 wrapped up 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 launching 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 travel cooler. However, this cooler includes other features that users in the modern world would find helpful. According to its press release, it contains useful gadgets like a blender and cooler necessities such as a bungee cord and ceramic knife. It’s a cooler with all the extras you never really knew you needed. With impressive extras and a solid press release, it raised over 13 million during its Kickstarter campaign, making it the most funded Kickstarter in 2014. Its success also qualities it 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. Its release detailed its 15 features including a drink pocket for on-the-go travelers, an iPad pocket for on-the-go techies, hand-warmer pockets for those cold winter days, a neck pillow and eye mask for those who like to sleep on the bus or in the air, and much more. 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 target 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 multiple quotations from staff and industry with less technical data. Success followed the campaign as the Rift project was ultimately acquired by Facebook.
8. Dark Souls, the Board Game
The original hellacious video 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 organisations.
9. The Everyday Messenger
The humble messenger bag designed for professionals and commuters. The Everyday Messenger set their sights on redesigning every element of the conventional messenger bag for photography. Professional photographer Trey Ratcliff started the whole campaign with a simple complaint about how his terrible camera bags 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 non-tech campaign that raised a large sum 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 puts it in the list of top 5 video game Kickstarters. It’s described in the press release as a “thematic successor to Planescape: Torment” and notes that the development team is heavily connected to the Planescape creators. This note certainly appealed to fans of the original game and gamers media. 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 innovative product. The release makes the intriguing claim 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 users’ 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 timing 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 acoustic technology created high-quality audio headset. They also offer active noise cancellation to help block out sound while sleeping. The successful 1.9 million dollar campaign was supported by a release highlighting the health and lifestyle benefits of a good night’s sleep.
12. The OLO Smartphone 3d Printer
The OLO rounds out this list with a particularly 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 grabs the reader’s attention. The rest of the press release doesn’t fail to deliver either by following up with specific details. 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 seriously precise. The OLO managed to earn 2.3 million dollars in its campaign, thanks to smartphone users everywhere (and a strong press release).
As these examples demonstrate, engaging press releases (especially ones that include impressive examples and imagery) are an essential element in launching a successful Kickstarter campaign.