MARKETING
CHALLENGE
How to introduce the idea of a new unique iPhone dock to potential buyers around the world and use crowdfunding to raise enough capital to mass-manufacture the product.
SOLUTION
Run a Kickstarter.com crowdfunding campaign and try to get as much world-wide publicity as possible on the related tech, design and Apple-device oriented news websites, Youtube blogger and reviewer videos.
We manufactured a few dozen prototype products and sent them out to industry leading reviewers for free in hopes of getting featured. We also prepared a presskit that consisted of high-res product photos, pre-written article snippets and short videos. During the campaign we were very active on social media and tried to contact as many people as possible who we presumed to be genuinely interested in such a product.
RESULTS
OCDock Kickstarter campaign reached its goal of $49 thousand USD in just 9 days and managed to double the expected goal by raising to $107 thousand USD in 24 days. Becoming one of just 300 projects on Kickstarter that had raised over hundred thousand dollars by end of 2012.
Our product was featured on all the worlds largest Apple-related news sites and tech and design blogs like Mashable (20 million unique monthly visitors back then), TUAW (now Engadget), SlashGear, 9to5mac, CultofMac, Gizmodo, iFlarified, BlessThisStuff, TrendHunter, GearHungry, etc.
OCDock was funded by 1540 people over the world and during the campaign our own website received an average of 600-1000 unique visitors per day.
AFTER KICKSTARTER
We were quickly contacted by many retailers and stores from around the world, with an interest to buy wholesale. Among them was also a representative of Apple who seeked to get our product to official Apple Stores.
We continued our efforts to gain views on news websites and tech blogs by organizing give-aways which received very positive feedback and drove thousands of unique visitors to our website.
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A/D, DESIGN
Peedu Tuisk
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YEAR
2012
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COPYWRITER
Joshua Sherman
Rait Ojasaar
Peedu Tuisk
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PR
Rait Ojasaar
Mart Jaetma
Peedu Tuisk
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PHOTOGRAPHY
Sten-Johan Lill
Mart Jaetma
Peedu Tuisk
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PROTOTYPES
Koit Kangur
Harri Egert Holm
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PRESS
SlashGear - "Apple hasn’t made anything like it yet – the creators of OCDock want to alleviate that problem."
Engadget - "So well-designed that when installed, it looks as if it is part of the Apple product."
Mashable - "Steve Jobs would probably approve of this iPhone dock's elegant simplicity and logical functionality."
Cult of Mac - "I’ve been on the lookout for the perfect iPhone 5 dock, and I think I’ve found it in the OCDock."
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AWARDS
Silver Egg for "Best PR of 2013" in €3-30k budget