Metro Trains claims it has achieved its rail safety aims, too: over 44,000 Melbournians pledged "not to do dumb things around trains" in the four months after the campaign launched. Monday, 9 March 2015 - global-marketing-phenomenon - Marketing spoke to Chloe Alsop, marketing manager at Metro Trains in Melbourne, Australia, about the runaway success of its "dumb ways to die" viral campaign: - The music track was popular, too, charting on iTunes in 28 countries. To be truly sharable, thats how good your content must be. The key to its success is the fact that a worthy message has been embedded into content of such high quality that people are actually paying money to purchase it. Nearly 100 cover versions of the video on YouTube. Results: - Schools worldwide adopted the campaign material for classroom use.
#DUMB WAYS TO DIE SONG LYRICS YOUTUBE FOR FREE#
links on the description box: to purchase the song on iTunes, download it for free via Soundcloud, visit our website and get free GIFs off our Tumblr site. From day one, everything about this campaign was designed to be inherently spreadable via social technologies. The way we did it was to embed our message into awesomely entertaining content. So we had to turn a message that people needed to hear into a message that people wanted to hear. But a rail safety message was the last thing our audience wanted to hear and traditional public safety messages just don't work on young people: tell them to do one thing and they'll do the opposite. Monday, 9 March 2015 - Also released a Valentines day version - THE STORY behind: Accident rates on the Melbourne Metro were rising, largely due to an increase in risky behaviour around trains. They also released short teasers of the character at the gym with real people and dying. 23, the company released a teaser for their second game "Dumb Ways To Die 2: The Games", in which players will have to save the characters from dying from training injuries. ("Christmas is a time to cherish/Don't be dumb or you will perish!") - The song is available to buy on iTunes, earnings will be beneting the Salvation Army Christmas Appeal.
The lyrics warn against overloading electrical sockets to power festive lights or nibbling on toxic mistletoe. Monday, 9 March 2015 - Tangerine Kitty performs a DWTD version of "Deck the Halls. Character Plushies - Squeeze them to hear a chorus of "Dumb Ways to Die." 1 2. "We live our lives now in the digital world, and if we're going to engage with children, if we want them to listen to the message, we've got to do it in a way that's engaging, the comes at the right place and the right time, in a way it will be accepted. So why an app? "Kids don't look at print ads, they probably ignore most posters, and every parent knows how hard it is to get kids' heads out of fun, engaging computer games," said Pat Baron, executive creative director at McCann Melbourne. Metro Trains is also planning an online store to sell merchandise like plush toys.
"This has really become a self-funding, ongoing campaign," said Leah Waymark, general manager for corporate relations and business development of Metro Trains Melbourne.
Metro Trains plans to invest them back into safety messaging. The app is free, but players can make in-app purchases, e.g making the game ad-free or buy tokens. Those games don't have much to do with trains, but reminders about railway safety pop up throughout. REASON:morbidly adorable animations, catchy tune and wacky lyrics were a hit with kids who might ordinarily be turned off by public service announcements about train safety.
1 in 53 markets and became the top iPad app in 81 countries, according to data from App Annie. Monday, 9 March 2015 Dumb Ways To Die Notes Notes - 296063/ - Game Is a Hit in 81 Countries - Australian train safety campaign's iPhone app hit No.
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