Dumb Ways to Die creators launch second game

New game and digital marketing campaign comes two years after the original online music video went viral

The team behind the highly successful ‘Dumb Ways to Die’ smartphone and tablet game for Metro Trains has launched a follow-up game and digital campaign.

The Dumb Ways to Die 2: The Games has been launched initially in the iTunes App Store but will also be released for Android. The game has been created by McCann Melbourne and produce by developer, Millipede.

The game casts players as sporting versions of the Dumb Ways to Die characters and is based on competing in an mini athletic games across three arenas. The winner is crowned with the ‘Dumbest of the Dumb’ title. Each of the arenas are connected by train and can only be accessed once a train safety game has been completed.

Alongside the new game, McCann has created several new online videos combining action and animation and Facebook content, and has also updated its website with the aim of providing a hub for discussion around the content.

The latest game and campaign efforts come two years after the initial launch of the ‘Dumb Ways to Die’ campaign, released as an online music video. The viral campaign proved a massive hit, and the tune hit the iTunes top 10 charts 24 hours after its release.

According to the agency, the original Dumb Ways to Die game went to number one on the iTunes App Store in 21 countries, clocking up 71 million downloads and 1.2 billion plays. Its launch followed the success of the ‘Dumb Ways to Die’ viral campaign aimed at improving consumer rail safety. It was also awards a raft of gongs at Cannes and at last year’s ADMA Awards.

Read more: the 2014 ADMA Award winners

“The Dumb Ways to Die characters are safety champions, mainly around trains, but occasionally they see risks with other popular events and like to warn people of the consequences,”Metro Trains general manager of corporate relations and business development, Leah Waymark, said.

“We hope to surprise and delight people of all ages with a really fun and entertainment game, while still conveying a serious safety message. With this campaign, it became cool to be safe and dumb to take risks around trains.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in