We couldn’t be more excited about the success of Misfit Shine, an innovative and elegant activity tracker that launched on Indiegogo November 14th, 2012.
The video has received over 600k views on YouTube and Misfit Shine raised over $846k with backers from all over the world. It’s now one of the top five most funded Indiegogo campaigns in history.
Forbes, Fast Company, MSN, Gizmodo, TechCrunch and IEEE Spectrum picked up the campaign the morning of launch and many more big publications picked it up in the following days.
This was a great case study for Co.MISSION and how we approach projects. We collaborated with our Brooklyn team to develop the concept and messaging so it was likely to get picked up by blogs and publications. We honed in on Misfit’s story as a company and product, revolving around why they do what they do. To produce the video, we tapped into our local Co.MISSION filmmakers in San Francisco and Seoul, South Korea. With our direction, the San Fran team went out to Misfit’s office and near the Golden Gate Bridge to shoot the team members. Our filmmaker in Seoul went to where the product prototypes were being made to shoot the manufacturing footage for the video. Finally, we shot Misfit’s CEO in an NYC studio along with the product shots and action footage of the swimmer, cycler, soccer player and runner around the city. By tapping into local filmmaker teams in the areas where footage was needed, we were able to produce a great video in a very cost and time effective way.
Two weeks into the Indiegogo campaign, we launched a second video for Misfit to help reach a larger global audience. “An Ode To Movement” is a lifestyle video shot by filmmakers in Brazil, South Africa, Egypt, Nepal, China, Australia and the US. The video is a jam-packed visual story of real, authentic moments to remind us that moving is living. The video was designed to entertain a global audience, pique interest in Misfit Shine and drive people to share the video in social media.
We always take a holistic approach to our projects, so we also developed a distribution strategy for Misfit in order to get their videos seen. We distributed “An Ode To Movement” across 14 Vimeo groups, YouTube, BuzzFeed, Chill, Daily Motion, Fubiz, Pinterest, Facebook, Twitter, High Existence, Behance and fitness forums. It was picked up by 4 Vimeo Channels, the Vimeo Tumblr blog and other blogs such as Laughing Squid, The Egotist, The Curious Brain, Infinity List, Wonderjunkie, Expresso (Brazilian News Site), Et Voila (German Blog), Stellar.io, Onetikk (Travel Site), PFG Design, Nostalgia For The Future and was viewed by people in over 120 countries.
Here is some of the press for Misfit Shine: