But with the campaign scheduled to end on May 23, the project now needs a new place to live outside of the Kickstarter universe and a new way to engage fans and keep them updated on the progress of the movie. And for that, Braff and team turned to Topspin.
This weekend, Braff added a free song to the movie’s website, WishIWasHereMovie.com, using Topspin’s email-for-media software and design by 2Anchors and the Topspin Creative Services Team. Fans submitting their email will be able to download the movie’s title song “Wish I was Here,” by longtime Braff collaborator the Cary Brothers. The band’s music was featured on the platinum-selling Garden State soundtrack, and this latest song was also used in the Kickstarter video.
Until the 23rd, fans entering their email address and collecting their download will be forwarded to the Kickstarter page where they can donate to the cause. Once the campaign ends, fans can continue to register their email, download the song, and share it with others freely.
This is an important step to keep the momentum gained through the Kickstarter campaign going as the film progresses, and illustrates just how direct-to-fan and crowdfunding tactics can complement each other.
The “Wish I Was Here” Kickstarter effort achieved two goals. First, it helped raise the money needed to make Braff’s vision a reality. He raised $2.6 million from more than 35,000 fans participating in the campaign, an amazing response that’s indicative of how large and loyal Braff’s fanbase is. Second, it generated an avalanche of awareness through the decision to use Kickstarter in the first place, the controversy surrounding that move, and of course the fact that a sequel to a popular film is now in the works.
And while 35,000-plus fans participating in the Kickstarter campaign is a fantastic turnout, there are likely far more fans interested in the project who would like to receive updates on its progress along the way, but who were unwilling or unable to help fund it. The email-for-media form now gives Braff and fans a way to stay in touch as production on the film progresses.
Collecting emails in exchange for a song-download is a great way to expand this artist-to-fan interaction, and Braff seems to be very focused on providing a great experience for fans who want to go along for the ride as he makes the movie. The crowdfunding effort with Kickstarter attracted the most committed fans, and now Topspin in powering the effort to engage the next tier of fans through direct-to-fan communication.
It just goes to show how artists today have many tools available to them to engage fans. And while the press may like to pit these tools against each other in a competitive way, the truth is these are complementary, interoperable features that ultimately serve to benefit both artists and their fans.