Video of the week
This must be mentioned here - for the sake of completeness, and because I am an unconditional fan!In 2012 the Metro Train Society Melbourne started this safety campaign - with a special focus on kids as target audience:
Within ten days "Dumb Ways to Die" got more than 25 million views on YouTube. The song ended up as No. 10 on the iTunes charts. On it's day of release! And the campaign was awarded first place at the Cannes festival of creativity 2013. It was one of the best viral campaigns of the year. The company claimed a reduction of near train missing accidents of 30% in the following year: See the article - even if there are voices criticising this number
The often brutal deaths inside the cartoon video still remain within the playful frame and clearly take the humor of children serious (Remind yourself of your schoolyard jokes in primary classes, they were bloody too, no?). And the song is a catchy tune. After two times you can already sing along ... but let's put focus on something else:
What can be better than a video being shared hundreds of times? Well, a video that is imitated a hundred of times by fans. This is exactly what happened here, so to speak the King League of viral success. This video i n s p i r e d! - here's my favorite example:
Dumb Ways To Die - The Paper Version
Of course, the agency of the Melbourne Metro Company had to follow up after success knocked on their doors - and again they found the perfect tool - especially for kids: A game! Can be used as app or as a website where you can re-enact some of the most wonderful deaths: Dumb Ways To Die - Game.
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