Dumb Ways To Die – Smart way to get 29m YouTube hits

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2012, Business, marketing, Music

By now, you have probably seen Melbourne‘s Metro Trains new and cutely macabre campaign, “Dumb Ways to Die”. If you haven’t, (what have you been doing?) here it is;

As officially Australia‘s fastest-spreading viral video, “Dumb Ways to Die”, has taken on a life of its own, inspiring more than 65 cover versions, 85 parodies and 170 re-posts on YouTube. The creative genius behind this campaign is local ad agency, McCann Worldgroup Australia. McCann, who have been struggling in recent times, would have been scratching their heads when given the train safety brief, but what they have produced in response has proven to possess truly incredible cut through. As a “conservative” estimate, the campaign has now generated $50 million in “global-earned media value” so far, in addition to more than 700 press hits. If this is not the best example of the power of modern communications and advertising, I would love to hear what is.

This campaign possesses both the crucial characteristics of advertising success, it is unexpected and genuine, in bucket loads. 

In the interests of a full coverage of the topic, below is one example of a cover version available on the interwebs.

In addition, metro have kindly provided an entire tumblr of gif’s of the cute little critters, which can be found here. 

Finally, if you were wondering, the chords of the ditty little tune are: C, A, F, G, over and over again. You’re welcome.


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Innovative ventures. Creative pursuits. Writer. Insights Professional. Brand Strategist. Digital Venturist. Social Media Aficionado & Sustainability enthusiast. www.harrithomas.com/

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