IN THE SINGULAR ECOSYSTEM that is Kickstarter, one will encounter many evolutionary dead ends—projects, visions and dreams that wither away unfunded. Then there are the mysterious campaigns that don’t just meet their targets, they blow by them and reach double, triple or stratospherically higher funding results. Why and how do these hyperachievers succeed, and can we learn any lessons by studying their success?
Here’s one that caught our eye at Brooklyn Artisan. Scott Teplin was creating his massive, quirky and highly detailed drawing called Big Canal and asked Kickstarter support for a hefty $4,500 to complete it. On the face of it, Scott is like many an artist—with a pen, a brush and a dream. But by the end of the campaign, his project was overfunded 11 times, garnering more than $49,000, which is a goodly chunk of the annual salary for a Brooklyn artist.
Big Canal is one of those drawings with lots of quirky details that demand hours to explore—Where’s Waldo? without the people, Richard Scarry without the cute animals. What is the secret of its funding phenomenon? The campaign video stars Scott and, though mildly amusing, won’t win a Palme d’or. Maybe it’s the many photos on his Kickstarter page that engage the viewer in the overall process. Or it could be his suggestive marketing that positions the reward as a great poster for a kid’s room. Or maybe it just appealed to the random whim or previously undetected want of the Kickstarter audience.
One thing is certain: The man can sure draw donuts.