“It’s not about the money”. This overused line serves as a “trump” card when illustrating unadulterated passion in the face of conflict. It’s also kind of the truth when it comes to a growing primary use case for crowdfunding — marketing.
Marketing as the primary reason for crowdfunding is gaining considerable traction with celebrities, fortune 500 companies, and venture-backed startups alike: those who can’t even pretend to be in financial binds worthy of public contribution.
Celebrities like James Franco, Neil Young, Shaq, Kristen Bell and Zach Braff have each tried their hands at crowdfunding. Pair these Hollywood millionaires with major brands like Dodge, Honda, Kimberly-Clark, DC Entertainment, Phillips, Microsoft, and Coke, and it becomes obvious that marketing isn’t just a side-effect of crowdfunding.
Here are 4 ways brands use crowdfunding to kick-ass at marketing.