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, and has since registered
4.7m (updated: 8m) views on YouTube.
The film trumps other Australian virals ads, such as the Lambassador Sam Kekovich ‘chop hit’, ‘It’s a snap’ for Central Institute of Technology and a spoof of Carly Rae Jepson’s hit single ‘Call Me Maybe’ by Nova FM.
Dumb ways to die was watched 2.3m times in just 48 hours, with no spend on media to bump up traffic numbers.
YouTube Australia’s Karen Stocks told Mumbrella that this video is unusual in the high number of views on people’s mobile devices.
YouTube stats on Dumb ways to die
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.”
Stocks singled out three reasons why the video has gone viral.
“A snappy headline. A catchy tune that gets stuck in your head. And a message that it easy to understand and perfectly targeted,” she said.
“It’s also very shareable,” Stocks added.
Exposure of the video is expected to rise further this week, when media buying behind the campaign starts.
The agency behind the campaign was McCann Melbourne. The song was written by ECD John Mescall.