Dumb ways to die…so many dumb ways to die -did you just sing the lyrics in your head???

In case you missed this viral video (and game!), here is a link to this glorious, catchy campaign launched by Metro Trains in 2012.

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Currently considered the 12th best campaign in the 21st century, it has won numerous awards as well as holding the place for most awards won by a campaign in Cannes history.

So how was this campaign so successful? and why did it go viral?

Viral marketing is one of the fastest ways of getting your message out into the public and it enables companies to promote current or future products and services at the same level reach and awareness as high frequency TV advertising (Kaplan & Haenlein, 2010).

Andreas Kaplan and Michael Haenlein, 2011 explains that

VIRAL MARKETING = WORD-OF-MOUTH + EXPONENTIAL GROWTH

 in the past, this was a lot easier said than done.

Now, with the help of multiple social media platforms: facebook, twitter, instagram, snapchat, wechat, virval marketing is exposed everywhere. What’s more? it no longer is confined to videos, but can be photos, tweets, posts or even a comment.

But there is one thing that stays the same. What’s that? Content.

This brings me back to “Dumb Ways to Die”.

This campaign consisted of a video that catchy tune with dark humour attached to it and cute characters. Furthermore, it also had posters and a popular app game.

Although a catchy song, with cute cartoon characters doing silly things, it carries a serious message to remind passengers on public transport to be aware of their surroundings.

As all these aspects made the campaign entertaining and interactive, it ultimately influenced the campaigns viral-ability.

So was it successful? Yes! It was so successful that Metro Trains noticed a 27% reduction in accidents and deaths on its network as a result of the campaign

That’s all for now folks!

Let me know what you think, and feel free to provide some own examples of viral marketing campaigns

Christine out.

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Author: christineyunli

Melbourne

4 thoughts on “Dumb ways to die…so many dumb ways to die -did you just sing the lyrics in your head???”

  1. Hey nice post! I remember getting this song stuck in my head and knowing the lyrics off by heart when the video got uploaded on Youtube. When I first watched the song, I was thinking to myself what could this possibly be advertising, little knowing it was for metro trains. However, I think it was a genius and very effective campaign. It really delivered their content very creatively.

    Remember when that picture of Golden Gaytime ice cream in a 1.25 litre tub came out on Facebook, everyone went crazy. Apparently it came from a customer initiated campaign. It came from a Facebook group called “Golden Gaytime ice cream project” with more than 4000 followers campaigning for Streets to make the ice cream available in tub form. When Streets finally did, the page admin posted a photo of the new tubs in stores and attracted 47,000 likes and 19,000 comments. Now whether this was really a customer initiated marketing campaign or not it had a very positive outcome. What do you think?

    – Charmaine

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    1. Hey Charmaine! I totally remember that, the golden gaytime icecream stuff was everywhere on facebook and so many of my friends went out and bought it the moment it came out. I remember going to Woolies and Coles but always getting disappointed cause it was always sold out. So yeah, I agree it had a very positive outcome, whether it was customer initiated or not!

      Like

  2. Hi Christine!

    Great example of a memorable campaign that’s gone viral in 2012! In my opinion, the instant appeal on their music and their charming characters is the vital key for their campaign’s success. The findings from research done to find the commonalities of viral videos by analysing their content suggests that there are several elements such as “element of surprise” and “presence of musical qualities”, which are positively correlated. By understanding the most prevalent elements in viral videos, it is easier to create a viral video.

    Another thing that i would mention is the strategy they have to increase the engagement level of the public through publishing more updates and highly shareable content continuously, especially through their game app. A clever way to spread their message in a long span of time! There are numerous viral videos around the internet right now, one of my favourite is James Corden’s Carpool Karaoke videos which i wrote a blog about, if you’re interested to know more, come and check my blog:))

    Have a nice day! xx

    Like

  3. Hi Christine!

    Great example of a memorable campaign that’s gone viral in 2012! In my opinion, the instant appeal on their music and their charming characters is the vital key for their campaign’s success. The findings from research done to find the commonalities of viral videos by analysing their content suggests that there are several elements such as “element of surprise” and “presence of musical qualities”, which are positively correlated. By understanding the most prevalent elements in viral videos, it is easier to create a viral video.

    Another thing that i would mention is the strategy they have to increase the engagement level of the public through publishing more updates and highly shareable content continuously, especially through their game app. A clever way to spread their message in a long span of time! There are numerous viral videos around the internet right now, one of my favourite is James Corden’s Carpool Karaoke videos which i wrote a blog about, if you’re interested to know more, come and check my blog:))

    Have a nice day! xx

    Research link if you want to read more about it: http://www.elon.edu/docs/e-web/academics/communications/research/vol2no1/08west.pdf

    Like

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