The Unlikely Success Story of Kickstarter’s Potato Salad Campaign
In 2014, what began as a joke became one of Kickstarter’s most viral crowdfunding successes. Zack “Danger” Brown’s simple request for \(10 to make potato salad snowballed into a \)55,492 phenomenon with 6,911 backers. Here’s how this quirky campaign captured the internet’s imagination.
By the Numbers: Breaking Down the Viral Sensation
- Total raised: \(55,492 (5,549x the original \)10 goal)
- Backers: 6,911 supporters worldwide
- Top locations: 17% from California, 17% from Columbus, Ohio
- Most views: 4+ million (4th most-viewed Kickstarter ever at the time)
The Anatomy of a Viral Campaign
The Power of Core Supporters
A dedicated group of 555 backers provided the financial backbone, while just 18 early supporters contributed 61% of the first-day funding - giving the campaign crucial momentum.
The Reddit Effect
Three days after launch, a July 7 Reddit post in r/offbeat garnered 4,250 upvotes, triggering massive traffic spikes that propelled the campaign into viral status.
Unexpected Outcomes and Global Attention
From Joke to Job Offers
Brown received:
- Marketing job offers (including from plant-based mayo company Hampton Creek)
- Invitations for collaborations and events
- Worldwide media coverage from Australia to the Netherlands
Community Building Through Humor
Brown engaged backers with creative rewards:
- Reading names aloud while making potato salad ($1+ backers)
- Planning “PotatoStock 2014” - a giant Labor Day potato salad party
- Potential stadium use offered by the Columbus Clippers baseball team
Behind the Scenes Insights
“I didn’t think it was ever going to blow up this big,” Brown told local reporters when the campaign had just 200 backers. The creator maintained his sense of humor throughout, even as interview requests flooded in.
Charitable Intentions and Kickstarter Policies
Despite Kickstarter’s rules against charity fundraising, Brown pledged to donate “a significant portion” to a Columbus Foundation fund addressing hunger and homelessness in Central Ohio.
Viral vs. Substantial: A Kickstarter Paradox
While the potato salad campaign garnered more views than tech giants like Oculus Rift (\(2.4M raised) and Reading Rainbow (\)5.4M), it actually received fewer pledges than other top-viewed projects.
As Kickstarter noted: “It’s funny to think that more people have seen the potato salad project than Oculus Rift, but hey, the Internet is a crazy place.”
The Legacy of Internet Culture
This campaign demonstrated:
- The unpredictable nature of viral content
- The power of humor in crowdfunding
- How simple concepts can capture global attention
- The importance of community engagement in online success
Brown perfectly summarized the experience: “All these wonderful people are making my dream of spreading joy and humor in the world come true.”
