They have been active on TikTok for a long time, trying out different strategies to engage users. Instead of pouring huge amounts of money into UA, Playside decided to put time and effort into building an effective organic TikTok strategy.

Ten years ago, Dumb Ways to Die (DWTD) went viral thanks to social media channels popular at the time. Thanks to their fresh marketing approach, this ten-year-old game became popular once again. In 2021, the Dumb Ways to Die game and the entire franchise were acquired by a game development studio, PlaySide. In it, players need to take different actions to prevent characters from “dumb” deaths. The message is the same - it’s important to stay safe and prevent easily avoidable accidents. The game can essentially be described as a playable version of the video. With this move, they wanted to expand their reach among younger generations. The Dumb Ways to Die Gameįollowing the campaign’s wild success, Metro Trains Melbourne released Dumb Ways to Die as a mobile game in 2013. In just a week’s time, its YouTube video received 20 million downloads, went viral on Tumblr and Reddit, and received widespread media coverage. The point of this campaign was to raise awareness about train safety and display train hazards as a “dumb” way to die. The video and song portray different cartoon characters (Beans) dying in ridiculous ways, using dark humor to capture young people’s attention.įor example, dying by using private parts as piranha bait. A week after its release, the song hit the iTunes billboard charts, surpassing well-known hits like Diamonds and Titanium.īut, this song didn’t come from a superstar like Rihanna.ĭumb Ways to Die is a theme song from a rail safety campaign for Metro Trains Melbourne. In 2012, people all over the world started humming a catchy song called Dumb Ways to Die.

Here’s everything you need to know about this game and its meteoric rise. We’re talking about the Dumb Ways to Die game that regained its former glory and marked the beginning of 2023. Reaching #1 in the iOS App Store in 30+ countries.

Video game 1000 ways to die