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