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Veronica Mars Kickstarter mission offers lessons to startups

The sudden success of the Veronica Mars mission raises some interesting points about the new funding economy

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In the age of Kickstarter, anything is possible.

My daughter, a media studies master’s student specializing in studying “fandom,” has been telling me for years that the rising power of fan communities is changing the balance of power in the entertainment industries. Now, I went to one of the first Star Trek cons (when they were still called conventions), I’ve watched a few episodes of Survivor: Fans vs. Favorites (years ago, not the current edition), and I once helped my son vote for a finalist on American Idol. But I wasn’t sure about this “power of fans” thing.

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Until now.

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On March 13 Rob Thomas, the creator of the teen private eye drama Veronica Mars, went on Kickstarter, the U.S.-based fundraising site, to announce his plan to produce a movie based on the series. He didn’t come alone: some of the series’ top players, including star Kristen Bell, posted a video in which the gang got back together (for the first time since 2007) to kick around ideas for funding the film. Their conclusion: sell enough stuff to fans through Kickstarter to get the movie greenlit by Warner Brothers.

They set a goal of raising $2-million within 30 days. That would be enough, they thought, for Warners to sit up and take notice.

Then the fans got hold of it. Within 24 hours the Mars mission had raised $2.2-million. After two days, 46,000 fans had pushed the total past $2.8-million. Thomas promised that money raised beyond the $2-million target would be used to fund additional production values (read: car chases).

Understand: the fans are not investing in the movie. They are putting their money on the line because they want to see the movie made. Of course, they also get swag. One fan who donated $10,000 will win a small speaking role on the film. But everyone gets something.

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  • Those who donate $10 will be emailed a copy of the shooting script the day the movie opens. (Note: these prizes will be shipped only to U.S. addresses.)
  • Those who donate $25 get an exclusive t-shirt, plus a copy of the script, plus email updates on the progress of the film.
  • For $50, you get all of the above, plus a DVD of the movie with extra features not available elsewhere.
  • For $100, you got all the above plus a Blu-Ray/DVD combo pack with extra features.

And so on. For $200 you get all this swag plus a movie poster signed by the cast. For $350 a member of the cast will record a 15-second voice-mail message for your use.  (Unless you want leading leady Bell to do it; that costs $500). For $400, Bell and Thomas will follow you on Twitter for a year.

Backers snapped up all 50 of the $750 packages, which included two tickets to the red-carpet movie premiere in Los Angeles, as well as the 100 $1,000 packages, which added two tickets to the after party. All 20 of the $2500 packages sold out in the first day, which entitle the backer to be a “background extra” in the film (though no promises you won’t get left on the cutting room floor). And backers snapped up the five $50,000 packages, which give them a 50-seat premiere of the movie in a cinema of their choice.

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It’s not the biggest deal in the history of Kickstarter – that would still be the Pebble watch, an interactive e-paper wristwatch that set out to raise $100,000 last April and has now accrued $10.3-million. But the sudden success of the Veronica Mars mission raises some interesting points about the new funding economy:

  • Community matters. Any product, company, project or idea with a proven fan base now has a way to convert that support into cash.
  • Value matters. Thomas is offering his backers incredible value – from modestly priced t-shirt and DVDs to dirt-cheap movie premieres and priceless opportunities (because you can’t normally buy them) to rub shoulders with a Hollywood cast and crew.
  • Creativity is king. Most marketers are told to keep their offers simple. Thomas offered a breathtaking number of options and bonuses, limited only by his imagination. He trusted his fan base to appreciate the complexity, and to browse through the offers to find the one they liked most.
  • Personalization is key. For varying amounts, Kristen Bell will record any video or voice mail message you ask her to (within reason, of course). Ditto for her company-stars, who include Enrico Colantoni, the Canadian who plays Veronica’s father. You can’t buy this stuff, even at Target.

Startups, established companies, organizations, social movements and shoot-the-moon projects are all raising money using crowdfunding sites such as Kickstarter, or Indiegogo in Canada. While Canadian securities regulators are still coming to grips with the issue, one basic rule applies: you can offer all kinds of swag to potential backers, except equity.

But if you have enough fans, or enough imagination, that may be all you need to get what you want.

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