Dumb ways to die, not dumb marketing!
Posted by Taylah johnson
So I’m sure you all know of Metro’s dumb ways to die video. “Dumb ways to dies, so many dumb ways to die” yeah I bet that annoying jingle is going through your head right now. But did you know that the three-minute short video to teach people to be careful around trains, became the world’s most shared video within days. The viral video was realized on YouTube in November 2012 and within a week had over 20 million views.
I also bet you didn’t that:
The song was released on ITunes and rose on the charts in over 25 countries
Over 200 covers we’re performed and released online
At the Cannes Lions International Festival of Creativity, it won a record five Grand Prix awards, 18 Gold Lions, three Silver Lions and two Bronze Lions, which is the most ever awarded to one campaign in the festival’s
A smart phone/Tablet app was created
Schools have been using it as a teaching tool
A tumbler blog was devoted to the video
A children’s book version was released
The video was combined with outdoor advertising, consisting of signs posters and even a karaoke version at train stations which was used to generate masses of social media content on sites including Instragram, Twitter, Tumbler and Facebook. All of these aspects of the campaign allowed this to become the most shared and one of the most successful public service campaigns in history. Greatest of all, Metro Trains reports a 21 percent reduction in accidents and deaths since the campaign began.
This campaign shows how viral media is on the up and coming! It is very interesting how viral videos and video sharing are now being Incorporated into advertising. There are heaps of examples of how other companies are using these videos to promote themselves and what will we see in the future is exciting!
While there is little research on why viral videos get shared here is a link a quite long, somewhat boring research article that can help explain why if you’re interested: http://www.jiad.org/downloadee5b.pdf?p=142
Hopefully that was a little something you didn’t know about a video you just thought was just funny and cute. Give me your thoughts on this and check back soon. Like! Comment! Share!
Until next time lovelies
And a funny parody:
About Taylah johnson19 year old student studying at Monash University to become a future marketing master!
Posted on August 16, 2013, in Digital Marketing and tagged Cannes Lions International Advertising Festival, Digital Marketing, Dumb Ways to Die, Melbourne Metro Train, MKF3881, Monash, Viral video. Bookmark the permalink. 12 Comments.