Most of the creators I've interviewed have had mixed results with the Indiegogo referral campaigns. It works best when it's as simple as possible. See: http://www.crowdcrux.com/luna-raised-ov ... s-you-how/
These guys raised over $1 million on Indiegogo.
"The team used the Indiegogo referral program and they found that the first program (refer 5 friends to get a Luna for free) was less successful and less viral than the second, where if you refer a friend, you get $25 off and for each additional friend you refer, you get $10 off."