Kickstarter Postmortem: Redefine Success

Over the course of February, I ran my fifth, creative crowdfunding campaign, this time for Happy Hour!, a sequencing card game based on the concept of bartending and making mixed drinks. The drinking game was created in partnership with Walker Cahall, a graphic artist out of Portland, Oregon, but more importantly, a longtime friend. Our goal for the campaign, only lasting 28 days, was to raise $6000 dollars. The campaign ended up raising a total of $6117, or 102% of our goal. While this looks to be a successful campaign, there was much to learn.

This is a public postmortem in hopes that others may learn from our mistakes.

Where We Excelled:

early-bird.gif5050-optimism

Artwork. Walker Cahall (Waltronic) is an absolute professional, and the best thing we did for our campaign was to showcase Walker’s artwork in it’s many forms. We had a handful of Recipe cards and a few more Ingredient cards ready by the launch, but one of the best parts of our campaign came when Walker volunteered to make these tiny animations to support the campaign.

last call.gifcheers

These animations were immensely popular with our followers and on social media. When we shared these images and animations with the proper tagged (i.e. #whiskey), we started to gather the attention of distilleries and alcohol brands. Although these “likes” and “follows” would prove to be of little benefit to the Kickstarter campaign, but we do believe the future of the Happy Hour! card game lies in creating partnerships with a handful of these brands. (More on this later!)

Facebook Marketing. We decided that based on the crisp, graphic design of the game, and Walker’s amazing animations, we would run some “experiments” in targeted Facebook and Instagram advertising. We boosted posts and created campaigns. We spent approximately $75 on Facebook advertising with an average CPC of around $0.57/click.

screen-shot-2017-03-05-at-6-37-30-pm-1

Not without surprise, we did run into some issues when it came to marketing the game on Facebook. First, there are regulations on the amount of text that can be in a featured image or video. A lot of the animations indicated what percentage of our goal we had achieved (25%, 50%, and cheers!) and some other cute animations, but ultimately, we were only able to run a few of them as campaigns, and a few were hobbled from the beginning.

Advertising Alcohol to Minors? Another interesting issue we ran into was the concept of the card game in relation to it’s content of alcohol. Alcohol is the theme of the game and consuming alcohol is not a requirement to play (although optional and *highly recommended*). Our goal is not to promote binge drinking, but rather, educate players on a dozen mixed drink recipes they may not have known before. One of our prime demographics for this game would be college kids, but many of those college kids are under the age of 21. There are laws that prohibit advertising alcohol to minors, but that’s now what we’re doing, we’re promoting a card game!

Is it okay for college freshmen (soon to be drinking age) to play a game that teaches them the proper portions for cocktails? 

Play Testing. We play tested this game in excess of 25 times with friends, family, strangers, and while live streaming from various drinking establishments. We had a review sheet that we asked everyone to fill out after playing, asking them to elaborate on their favorite parts of the game and the areas that need improvement.

ce4de34b0cd653d9c2efde5c19ac0c33_original

Thanks to these play tests, I can tell you that Happy Hour! is (without a doubt) 25x more fun now than it was when we first created the game. The more we play tested, the better the game became. While this is outwardly a good thing, it may have also been a major hinderance to our success. (More on this later, as well.)

Where We Underperformed:

We knew we were being aggressive in launching the campaign when we did. We knew that our game would be educational and beautiful, but we wanted to put the concept out into the world to see how many would be interested in getting a card game about bartending. We were hoping the Kickstarter would be both a proof-of-concept and a digital storefront all wrapped into one… because that’s the ideal outcome for a game like this.

Kickstarter Page at Launch. We looked at a handful of Kickstarter Pages of successful games similar to ours, specifically card games. (In retrospective, this part of the research may have been too thin.) There is a massive market for games on Kickstarter (over 500 live projects and millions of dollars raised). We did our best to structure the Kickstarter in a similar manner to how their pages were organized, hoping to emulate their success.

There were a few areas in particular where we fell short,

Gameplay. A majority of the successful games on Kickstarter not only have elaborate gameplay instructions and supporting images, but they also have a video of someone demonstrating the different methods of gameplay. We originally started with an infographic, but we took it down once we had changed the gameplay beyond similarity.

With Happy Hour!, we were still working out the best method of gameplay. We knew the “bartending theme” was sound and the concept of assembling ingredients was a fantastic base for a competitive card game, we just wanted to make sure that the gameplay was the perfect balance of entertainment and educational (how many recipe cards are on the counter? how many ingredients are in the bar? should we take more than one? can you play a drink a shot on the same turn? how many alcohols are required to use the “make it a double” card?), so rather than locking in on one method of gameplay, we intentionally left it vague. Ultimately, the lack of specificity in how the game is played most likely played a major role in our lackluster performance.

Rewards. An effective use of your reward tiers can help alleviate a lot of the stresses and the simple math of getting your campaign funded. I’ve experimented with these in differing degrees in my previous campaigns and Happy Hour! was no exception.

We started with just three tiers: Early Bird ($25), Happy Hour! ($30), and the Poster Pack ($65). Each one of these categories included shipping, but on face value, they seem really high, especially for a game that consists of just cards. If I could go back, I would include shipping additional, and drop all the prices by $5. $20 feels like a deal, and $25 feels like the right price for Kickstarting a game.

Bar Poster.png

We were just hoping to sell the game and maybe make a little money on top with the posters, but ultimately, we didn’t sell out of either the Early Bird or the Posters level, so we added another tier above and below. For $5, you can get some drink coasters with Happy Hour! artwork on it (may be CNC’d or printed on thick card stock), and for $125, you could become an Official Sponsor of Happy Hour! These two categories generated nearly 20% of our total revenue.

Also, in an interesting turn of events, we had three backers pull back their funding, a first in any of my campaigns. One was a backer that publicly supported the campaign, posted a highly critical note for improvement, and when I messaged him thanking him for the support but asked him to send that kind of message to me privately, he withdrew his pledge (than backed us for $1 to post that he was “withdrew his pledge” on our wall, then cancelled the $1 pledge, then claimed he still supported us). The other two, completely unknown to either myself or Walker, withdrew their pledges after the game was successfully funded. Walker thinks they are just trolls.

Email Marketing. As I’d written about in January, I used a freelancer from India for lead generation in more than a dozen categories of businesses we felt would be interested in our game, now or later. I downloaded the Google Streak extension and proceeded to draft and execute scheduled mail merge emails to each of the different categories. While it was exciting to have over 1300 seemingly relevant contacts, I ran into a number of issues, including…

Dead Email Addresses. Of the 1200 email contacts I was given, nearly 200 of them were dead or discontinued. I would also say that another 200 were sent to a mailbox that was not once checked. I mentioned this to Shah, so he sent me an additional 150 email addresses, which also contained some dead emails.

Miscommunication. Going through the email contacts, it became apparent to me that the language I used in my request was not as specific as it could have been for my freelancer in India to translate and execute on. In retrospect, I should have asked a little bit of his methodology in collecting the information: if he has a “bot” that scours web addresses for email addresses based on a series of keywords, I would know that I need to give 12 very specific keywords, but if he had a program that he wrote himself, perhaps he could choose better than me?

This inadvertently manifested itself in soliciting my drinking game to the president of a dry fraternity, reaching out to breweries and wineries (which aren’t in the game), and contacting a bunch of tabletop game conventions on the East Coast which I’d never heard of and have no desire to attend. It did generate some leads, but overall, it was probably not a super effective use of my time and $60.

Personal Contacts. We wrote emails to our friends, families, and mailing lists about the game and showed them some of the artwork. Ultimately, I don’t think we had enough in place on January 31st when everybody saw the page to excite them enough to donate. A good percentage of the early backers were Walker’s personal contacts, while my base was much slower to come around to donate. Perhaps I’ve overstayed my welcome.

Redefine Success:

Shifting Perspective. While the game did have a ton of traction, Walker and I had a very serious conversations about the campaign and playing out the scenario of failure. We had a lot of people, over 100, who believed in us enough to put their money on the line to help us make Happy Hour! come to life, how would they feel if we let the campaign fail?

As I mentioned earlier, our ultimate goal was to have Kickstarter serve not only as the proof-of-concept (“This is a good idea!”) and a marketplace (“I’ll buy that!”). Accordingly, the $6000 we were seeking to raise was in part so that we could afford to purchase the game in bulk and create a huge inventory of the game to sell ourselves. Those that missed the campaign could purchase it directly from us, and they’d receive it like everyone else. We’d also try to put these games into stores and retailers.

Unfortunately, the game proved to be a good concept, but as it was currently advertised on Kickstarter page, there was not a heavy demand for it. Thus, we sought additional financial support to ensure we met the goal. Even more unfortunately, this meant we had to completely rebudget based on our new financial obligations. While it does slightly hinder our ability to deliver the game we wanted in quantity, it was a necessary step required to succeed and we’re thankful for every penny we received from all of our backers.

A Quick Note About Chemicals. If you are considering a crowdsourcing campaign, be prepared for your body to go through a serious chemical rollercoasters throughout the course of the campaign. All Kickstarter creators should have the Kickstarter application on their phone throughout the course of the campaign. It’s your finger on the pulse.

The downside (if you allow it to be) is enabling “Push Notifications” when your campaign receives a new pledge. So not only do you have the endorphin kick of the push notification, but your phone is interrupting you to tell you that you just made money. This will start to creep into other corners of your life, including 3 AM wake ups and while you’re in the bathroom (obviously).  If your campaign is struggling, the kick is even more powerful. You’ll tap your phone in desperate hope of receiving a pledge you didn’t know about. How about now? Anything? Please beware.

(You can turn off the push notifications but I recommend it at the beginning of the campaign to get a gauge on how the campaign will likely run.)

Now What?

The Real Beta Test Begins. We play tested the game over 25 times, but it was often while Walker or I was present to answer any questions, concede to new suggestions, and make small rule changes (once a “douche card” was suggested to increase volatility between players), and more! Now, we’re creating Happy Hour! to be put out in the world to our family of backers for their turn to beta test the game.

With our backers’ feedback, we’ll be able to refine Happy Hour! one more time before we attempt to launch it into the commercial realm. Rather than flat out failing, we made the investment into our game, and our community, to expand the beta testing process beyond the borders of Portland, Oregon into your living room, bar, or around your campfire.

One Last “THANK YOU”:

Thank You! We couldn’t have done it with the support of our friends, family, and the Mystery Tin community. From everyone at Mystery Tin Games and Waltronic, thank you for backing our game and we can’t wait for you to help us make it something really special

Cheers!

 

Happy Hour! Card Game Now on Kickstarter!

Happy Hour!the first bartending card game, is now available on Kickstarter. It’s the latest game I’ve been working on with my good friend, graphic artist Walker Cahall. We’re really proud of it and we’d love it if you checked it out on Kickstarter, but first…

Dinner’s Ready, the first game I created on Kickstarter back in October of 2015 was really a proof of concept for a style of gaming I call “competitive learning.” You’re playing a card game, focused on the competition and gameplay, but the more you play, the more you subconsciously learn about a particular topic. With Dinner’s Ready!, we wanted to teach people about healthy eating and whole ingredients. With Happy Hour!, our aim is to get people familiar with the world of mixed drinks and to start learning cocktail recipes.

tumblr_okv3mm2v4e1rt7qgbo1_500Bars pride themselves on having fully stocked bars and the ability to make “any drink you want.” The problem is, with the limitless possibilities behind the bar, we’re overwhelmed so we inevitably defer to our “go-to drink,” a simple, unimaginative, cocktail. It inevitably involves three ingredients, one of which is ice. If we knew more about mixed drinks and cocktails, maybe our palette would expand also!

Happy Hour! was born!

From the beginning, we set out to make Happy Hour! both fun but also somehow an educational experience. We bounced around between different formats of gameplay, styles and designs, and base rules in order to best deliver the information we want to get across. In doing so, we made some tough decisions. We decided to omit the facts on the ingredient cards. We chose to ignore the “preparation method” of each cocktail for the sake of clarity and ease of play. We increased and decreased the size of the bar and the number of orders waiting at the counter. But after every play test, it would always loop back to that feeling: we were onto something special.

happy-hour-handHappy Hour! is the FIRST competitive bartending game that’s not only fun to play, but also teaches you an array of actual mixed drinks! Soon enough, you’ll be a master bartender!

Imagine this… it’s a Friday night and you’ve got three friends in town. In anticipation of your friends arrival, you’ve stocked up on some booze. Around 5 o’clock, commonly known as “happy hour,” you bust out the Happy Hour! card game and set up the bar and counter.

Now it’s time to choose an alcohol: whiskey, vodka, tequila or gin. For the rest of the evening, when any drink is played that contains your alcohol, you’ve gotta whatever drink you happen to be consuming. (Extra points if you pair your alcohol to your side drink.) When a player collects 21 points, everybody else has to finish their drink. Sounds pretty good, right? (You can obviously play the game without this optional drinking rule, but… why?)

tumblr_oktt8of7vr1rt7qgbo1_500
Whiskey Sour!

The games typically last 7-15 minutes for 2 people and around 30 minutes for 4 people. That means you can get two rounds in, and (maybe a little north of) two drinks. Not only does that get your evening started for a night on the town, you also have a head start on ideas for drinks later on in the evening!

The Kickstarter page is now up and the campaign will run until February 28, 2017. You can still get the game at the “Early Bird Special” price of $25 (including shipping), otherwise the game is $30 (including shipping). Join the Happy Hour! community by backing the game, following us on social media, and sharing our project with your friends!

At the time of posting, we’re currently at $1263 or 21% of our overall goal!

Thanks again for your support, and I look forward to sharing a drink with you all in Happy Hour!

CHE

Did you like this post? Check out some of our other popular Mystery Tin posts!
The Wisdom of Shark Tank 
is a mega-post of the insight I gained by watching every episode of the investment show Shark Tank
Starting A Monthly Newsletter is a look at the inner workings of my new Mystery Tin Monthly e-mail newsletter. (You can sign up here!)
How to Run a Successful Crowdsourcing Campaign is a fantastic overview of the nuts and bolts in running a crowdsourcing campaign.