Dumb Ways To Die 2 : The Game
Open the game- Brand
- Dumb Ways To Die
- Year
- 2015
- Objective
- Awareness
- Industry
- Other
- Mechanic
- Mini-Games
- Agency
- McCann Melbourne
- With
- Cut+Run
- With
- DIVISION
- With
- Machine Molle?
- With
- AKQA
- With
- WPP Open X
- With
- Ogilvy
Objective
Metro Trains Melbourne launched the second iteration of their viral 'Dumb Ways to Die' safety campaign to reinforce rail safety messaging among young passengers. Following the massive success of the 2012 animated video campaign, the branded mobile game extended engagement by transforming safety awareness into interactive entertainment. The objective was to sustain behavioral impact and reach a global audience through gamification.
Solution
A competitive mobile sports game featuring 68 mini-games across three themed arenas—Freezerville, Dumb Dome, and Drown Town—connected by train travel sequences that included mandatory rail safety challenges. Players competed as Dumb Ways to Die characters to claim the 'Dumbest of the Dumb' title. Released by McCann Melbourne and developer Millipede for iOS (November 2014), Android (December 2014), and Windows (August 2015), the game integrated safety pledges as core gameplay mechanics. The free-to-play format relied on social sharing integration for virality.
Results
The game ranked #1 in app stores across 90+ countries. Achieved 100 million downloads, 5.5 billion mini-game plays with 4 million deaths shared on social media, and 34 million unique safety pledges. Generated approximately 4 billion mini-game plays within the first three months of launch. Earned Webby Awards nominations in 2015 for handheld and tablet gaming categories.
