After the Kubb project was featured by Kickstarter and sales began pouring in by the second, the creators decided to add a higher-margin Redwood reward to capitalize on the new traffic. While new traffic began to order the Redwood sets as expected, the creators were surprised to find that backers who had already ordered a base-level set began to increase their pledges for the Redwood set.
In effect, they had upsold their existing backer base by adding a more expensive reward option. The result? An extra couple hundred USD to the bottom line.