Campaign overview

Anki, known for its toy robots, was planning a new product launch that would take them out of the toy space and into the home, moving from a company that sells to children to one that sells to all. As part of the product launch, Anki made the decision to launch the product exclusively on Kickstarter in early August, two months ahead of its on-sale launch at retailers.

What we did

We first worked with Anki to identify important reporters at three key publications: culture & design (Fast Company), technology (The Verge) and business (Inc). Each publication had access to senior Anki leadership and the team behind the development of Anki ’s products to allow them to create their own unique stories. We then secured a number of top-tier embargoed briefings with a nationwide tour for face-to-face meetings. Key media and influencer briefings included AP, WIRED, The Washington Post, NowThis, TechCrunch, Engadget, CNET, and The New York Times, among others. We also encouraged media and influencers to bring their own film crews to create unique footage of the new robot, allowing for increased opportunities to share content across earned social channels. Following the pre-briefings, we ensured the Kickstarter campaign would go out with a bang, with embargoed pitching, broad distribution to news and tech media, and social amplification of earned media and influencer coverage.

Results

In only 24 hours, over 170 stories were published by Associated Press, CNBC, Engadget, Wired, Fast Company and more, exceeding results from Anki’s previous product launch by 114%. The story was highlighted as a trending news story on TechMeme and was #3 on Google News’ Technology. The coverage directly drove 53,000 visits to Kickstarter and over 77,000 unique sessions to Anki’s website. In the first 24 hours of the campaign launch, Anki surpassed its Kickstarter goal of $500,000 and by the end of the 30 day campaign, Anki had secured over $1.8M. This made it, according to Kickstarter, the most funded Robotics project of all time, and the second highest funded product in the Technology category of all time.