Get your questions about Kickstarter or Crowdfunding answered here.
I believe that those headers are only available for projects that have completed their funding. Here's another example but it's not as seamless as the one you posted:
https://www.kickstarter.com/projects/tr ... nav_search
I know that you can edit the button to redirect visitors to a website or landing page after the campaign is finished but I couldn't find any other details about editing that section, sorry!
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