Viral video from Metro Trains in Melbourne Australia's campaign to promote train safety that was released in November 2012 is an example of a very creative viral video. When released "Dumb Ways to Die" received 2.5 million views within 48 hours (1) and 4.7 million views within 72 hours (2). This cute advertisement portrays the dangers of traveling on public transport in a innocent way. This video is targeted at a wide range of consumers from primary school students to young adults due to being a computer generated cartoon video that everyone can understand. The campaign was devised by McCann in Melbourne and has been viewed all over the world.
So how effective was it? Metro reported a 30% reduction in comparing the period of November 2011 to January 2012 and November 2012 to January 2013 when the campaign started (3). This is a very positive outcome to the campaign. The clear message advised by McCann and Metro Train them self has lead to great success. This shows how powerful the internet can be and how companies can use the internet particularly social media to their advantage. (watch "Dumb Ways to Die" below--->)
http://www.youtube.com/watch?v=IJNR2EpS0jw
Footnotes
1."Metro's tongue-in-cheek transport safety animated video goes viral on social media". The Age. 19 November 2012.
2. "Cute Melbourne safety video Dumb Ways to Die becomes internet smash". Herald Sun. 19 November 2012.
3. Stephen Cauchi (14 February 2013). "No dumb luck: Metro claims safety success". The Age. Retrieved 15 February 2013.
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