I LOVE this campaign from McCann for Metro Trains.
Such a refreshing insight (no walking wounded spinning cautionary tales about train safety), such a catchy, well-written tune, such engaging animation, such a shareable, watchable and re-watchable YouTube hit!
Here’s McCann’s John Mescall on the story and the strategy behind the video:
A lot of people think that ‘going viral’ is some totally random occurrence that you can neither plan for, nor anticipate. But while it’s true that you can never really be sure how successful you’re going to be, there are a few things you can do to at least maximise your chances of success.
Firstly, we had a good idea. That bit’s critical obviously. But this idea came from an absolute truth: trains are the most predictable things on earth, and to be brutally honest if you decide to walk across train tracks between the platforms and don’t see a train coming and get hit by it… well, it’s your own dumb fault.
It’s the fastest-spreading Australian branded video ever. It was under 10M views last night before I went to bed and it’s at 11M+ now, having been live for 6 days.
Metro Trains’ ‘Dumb ways to die’ cartoon is the fastest spreading Australian viral brand hit of all time, YouTube has confirmed.
The catchy three-minute video launched on Friday [16 November 2012], and has since registered (updated: 8m) views on YouTube [on 19 November 2012].
And a huge number of these views have been from mobile.
YouTube Australia’s Karen Stocks told Mumbrella that this video is unusual in the high number of views on people’s mobile devices.
She said: “The number of views on mobile devices has been staggering. Far more than we’ve seen in the past for other viral videos. Which could be explained by the rapid uptake of tablets in Australia.”
This is a campaign that has connected with its notoriously hard-to-reach Gen Y target by being honest, funny, cute, socially shareable (by virtue of the previous 3 points), and mobile-friendly.
And best of all, (although it might just be me), they’ve created a Tumblr filled with GIFs from the video: http://dumbwaystodie.tumblr.com/.