Photo of the Dumb Ways to Die dancing beans

Brand Newsroom #21: Is Dumb Ways to Die a Smart Way to Market?

Episode #21 of Brand Newsroom debates whether Metro Train’s Dumb Ways to Die was a success. A recent opinion piece in Mumbrella calls into question whether the multiple award-winning campaign was effective in reducing train accidents and improving rail safety. Is Dumb Ways to Die marketing or is it entertainment?

Nic Hayes, Sarah Mitchell and James Lush debate the merits of the project from the viewpoint of content marketing, PR and broadcasting.

What’s your opinion about Dumb Ways to Die?



Has Dumb Ways to Die Been Effective? 

Smart Content Marketing With Dumb Ways to Die (CCO magazine, February 2013, page 37)

CCO magazine article from February 2013 showing  doubt about effectiveness of Dumb Ways to Die

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    Joakim Ditlev

    Another relevant question would be: Is content marketing the right category for Dumb Ways to Die at all? From what I know it was born as a campaign that turned so popular that they evolved into sequels and merchandising out of it.

    Content marketing by accident, perhaps? :)

    • Reply

      Sarah Mitchell

      Hi Joakim,
      It’s a good question and one that probably deserves debate. I don’t think Metro Trains had a content marketing strategy but they did create a lot of content around the Dumb Ways to Die campaign. Still, my question remains; was it effective? Evidence suggests though it was wildly popular, it didn’t reduce train accidents or improve train safety. In the many awards they’re received, the effectiveness awards are noticeably absent. It’s great entertainment, for sure.
      Thanks for stopping by. It’s an interesting topic.

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