Success in a KS debut is all about a good pitch (and remember that Ferg[?] recently gave big talks on how to make a pitch, they do this for a living). At the least they should have concept art and a lot of definite information about what the game is going to be and what's going to be cool about it. Gameplay vids, even in alpha, would be good as well.
Beyond that, enticing backer rewards, especially at the mid-levels ($30-75), helps quite a bit. T-shirts and forum badges won't do it. In-game acknowledgement of high-level backers (ala Wasteland 2's monuments) seems to be popular, but I know Avellone has expressed serious reservations about that practice.
Yes. I agree of course. And the mystery stunt has served its purpose by gathering a good amount of publicity among the potential customerbase.
Was just wondering how the gathered interest might seem a bit overflowing to some if it ends up being a KS project - ya know, expecting a cake but ending up with a cookie. No consequence to me, though, as I said.