The music video uses dark comedy and cheeky characters to deliver the fundamental message: use common sense. It’s comical, smart, and memorable. You laugh at its kitschy nature and feel the need to spread the word with your mates (You’re in Australia, remember?). So you hop on Facebook and share the video with a handful of your peers who are now more aware of train safety. The ad has done its job.
Content Marketing Measurements of Success
“Dumb Ways to Die” pleased a global audience and continues to do so with over 59 million views since its release in November 2012. The campaign has spawned games for the iPhone, iPad and Android along with releasing a karaoke version of the song. Within two days of the song’s release, it was the sixth most popular song in the world – rising above Rihanna’s “Diamonds.” The most important result, however, is that there was a 30% reduction in “near miss” accidents across Melbourne.
With seven Webby Awards, three Siren Awards and the Integrated Grand Prix at the Cannes International Festival of Creativity, one might ask, what made this ad so special?
Don’t Forget the Laughs
It’s not just the cute little minion-like characters. It’s not just the catchy song. It’s the driving force of comedy. The video provokes laughter — an expression rarely associated with viewing a PSA. You cracked a smile and even chuckled while gaining an important message that you wanted to share. When was the last time you shared a serious piece filled with boring facts and figures?
In the digital age, if you want to be noticed, you have to go viral. It’s the countless memes and Jimmy Fallon sketches that are going viral … and content marketing is taking the hint. Brands like Pepsi, Google and Virgin Mobile are pairing with Funny or Die, Second City and BuzzFeed, respectively, to create custom comedic content. With the use of humor in their creative treatments, these companies are seeing an increase in social media presence and brand awareness.
Now on to the good (or should we say funny) stuff …
8 Brands That Love to Make You Laugh
1) Seattle’s Best Coffee – Seattle’s Best partnered with Second City Communications to bring their fans something a little different – a 24 hour live streaming improv show. The show was accessible by Facebook and based on the input of fans of Seattle’s Best page. It was a huge success. The Seattle’s Best Facebook page gained more fans during the show than in the 10 months the page had been up and the event broke online traffic records.