We asked people all over the world to buy their own Michael Jackson Halloween costumes, and the total cost of our costume projects was close to $1 million, not including the estimated expenses to get them for everyone worldwide.
Did the money change hands?
Our Kickstarter campaign was funded by over 200,000 people. We never really talked to any of those people or did any crowdfunding before that. We thought Kickstarter was kind of funny at first and then a couple months later, we realized it could never be the funding mechanism we wanted it to be. We really believed in that, that Kickstarter provided the platform, and we just never realized this at first when the campaign was just a very small one-man band. But it was a good lesson: don’t make an investment on Kickstarter unless you’re going to fund a project like that.
How does Kickstarter work?
Kickstarter is kind of like a marketplace of ideas where you take ideas off the shelf, put them up for sale and hope you get enough backers to make them happen. For us, the concept of having a million people in the world take an idea and take it to their friends and relatives and friends and relatives and eventually your own friends and relatives is really cool and it creates great community. We thought about that in the beginning of the campaign, but we thought it was a bit too complicated and we’d miss out on all of the fun. That was the biggest mistake we ever made: not thinking of this as an actual way to fund stuff. With Kickstarter, just as with anything in life, do what’s best for you and your family as much as you can.
There’s always hope!
The campaign ran for two years with a bunch of crazy things happening, but eventually we realized we were never going to reach the 1 million mark and we realized just how much things depend on what you build for people. We had already spent $100,000 and then spent more to get everything going, but we had created the concept of what we wanted and we wanted to be able to say, ‘Hey, it has a million backers.’ Then when we were at two percent of one percent, we said it’s our best bet and we made our money back. It was amazing. It just seemed like that was the right move.
There’s already a great deal of buzz about Apple and Google going head to head in a new battle over wearable computing, but now we have yet another possible foe in the mix. It’s actually
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