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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in