The Penny Arcade gentlemen, Jerry Holkins and Mike Krahulik, are using Kickstarter to take their site ad-free. According to their promotion video, to get rid of all the ads will require them to raise $1 million. They’ve set up a milestone chart with levels of support equating to ads being removed and new features being added to site or offered to fans. The first level, already achieved in the first four days, raised $250,000 would remove the leaderboard ad on the homepage, another $75k will produce an original six page Automata strip. $525k removes all ads from the homepage. All ads site-wide are removed if they raise more than $999.999. Other incentive levels include conducting a webcomic “strip search” and releasing a free Penny Arcade app for iPhone and Android.
Here’s their promo video.
They’ve raised $321k so far with 28 more days to go. The take-away with this and the other high profile, successful campaigns: build your audience.