Bike Horn/Light Attracts $86K in Kickstarter Funding

How did Tory Orzeck, designer and inventor of the Orp-- a smart bike horn and light designed to improve bike safety--attract more than $86,000 in Kickstarter funding? How did he attract press that got the word out about his Kickstarter campaign? He only needs $4K more to meet his goal, but needs to meet his goal this week.