Brands Are Discovering Crowdfunding as a Marketing Tool

Since launching in 2008, crowdfunding platform Indiegogo has become known as the provenance of creative types, scrappy startups and charitable campaigns. But now, big brands are seizing on it as a way to align themselves with popular causes. DC Entertainment’s We Can Be Heroes campaign raised more than $150,000 to tackle hunger in the Horn of Africa by enticing donors with perks like collector’s edition comic books or a meet-and-greet at San Diego’s Comic-Con. Save the Drive-In, a campaign supported by Honda, is raising money to help sustain the dwindling number of drive-in movie theaters. Supporting innovation has been another popular theme. Philips recently used Indiegogo to launch a competition in which entrepreneurs battle to raise money for their product ideas. Campaigns that reach a certain level of their funding goals will be eligible for a $60,000 grand prize from Philips. In a less-competitive example, Domino’s Powered by Pizza initiative has supported such Indiegogo campaigns as a tech incubator and a comic book series that promotes literacy, offering gift cards to donors. “These campaigns let brands engage with their customers rather than just treating them as a transaction,” said Indiegogo co-founder Danae Ringelmann. “The customers feel like they’re working alongside the brand to make something happen.” Brands can get customer feedback, and, starting Sept. 23, they’ll be able to create their own branded hubs through Indiegogo’s new self-serve Partner Pages... Continue reading at 'AdWeek'

[ AdWeek | 2013-09-24 00:00:00 UTC ]
News tagged with: #funding goals #working alongside #customer feedback

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[ AdWeek | 2023-01-11 13:54:14 UTC ]
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German Book Market in 2022: Sales Down 2.1 Percent

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[ Publishing Perspectives | 2023-01-05 14:26:20 UTC ]
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January 6th Titles Hit the Market

The first of what will be a number of print books from commercial trade publishers featuring the text of the Select January 6th Committee Final Report hit the market last week, selling more than 46,000 combined copies at outlets that report to NPD BookScan. Continue reading at Publishers Weekly

[ Publishers Weekly | 2023-01-05 05:00:00 UTC ]
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How brands are driving better outcomes with attention-focused strategies

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NPD Books: US Market Underperforming in the Holidays

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[ Publishing Perspectives | 2022-12-06 17:01:25 UTC ]
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Lachlan Murdoch alleges Crikey hired marketing firm to turn legal threat into subscription drive

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[ Publishing Perspectives | 2022-11-23 18:44:09 UTC ]
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[ Electric Literature | 2022-11-23 12:00:00 UTC ]
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[ The Guardian | 2022-11-23 06:01:50 UTC ]
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Martin Sorrell-backed S4S Ventures, Bertelsmann invest $10M in data asset management outfit as it blends new content, analytics-based marketing for clients

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[ Publishing Perspectives | 2022-11-14 18:23:22 UTC ]
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[ Publishing Perspectives | 2022-11-07 18:29:40 UTC ]
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