Objective: How to authentically market a $150 - $900 compendium set to die-hard and casual THE TRANSFORMERS fans, alike? And how to effectively convey all of the cool, exclusive additional items one would receive with the compendium, as well as establish urgency to buy?

Solution: Leaned heavy on the nostalgia in the marketing materials design and crafted site, landing page, and email copy with playful nods to the franchise that fans would get. Wrote sign-up, launch, and last chance emails in the voice of Teletraan-1 and crafted the email campaign as if the compendium sets were Cybertronian artifacts that could turn the tide in the war for Cybertron, enlisting the audience to join (but the compendiums) to help the Autobots or spy on the Decepticons.

Results: HIGHEST FUNDED COMICS KICKSTARTER CAMPAIGN OF ALL TIME!

Total Campaign Revenue: $4,615,190
Total Backers: 11,232
Average Customer Purchase: $410

Campaign funded in under 2 minutes.
1st Day Campaign Revenue: $1.7MM (Also a Kickstarter record.)

Art Design by Ryan Graber, Chelsea Roberts