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DUMB WAYS TO DIE: GAME

基本信息
行业: 旅游与运输
媒体:网络
投放:澳大利亚
语言:英语
风格: Minimalism
说明cnen
Creative Execution:
Dumb Ways to Die the mobile app was launched on the iOS, Android and Amazon platforms. Without spending a cent on media and leveraging the large engagement base from the original YouTube content, word quickly spread about the game and its user base grew organically. The game experience itself was so well executed that Apple, Google and Amazon promoted the game on their app stores for free.

May 7 2013
Game available for download via the iTunes store.

September 17 2013
Game available for download via the Android store.

Over 50 million people are now playing the game worldwide, and via the game platform over 18 million pledges to be safe around trains have been made. Within five weeks of launch, it became the No.1 app in 18 countries including Australia, the US and the UK. Up against the likes of Candy Crush and Tetris Blitz, this game about rail safety became the most popular game in the world. Ads within the app provide Metro Trains with an additional revenue stream to fund further rail safety activity in the future. This ad campaign is effectively paying for itself.

Continue to spread the ‘Be Safe Around Trains’ message via our Dumb Ways to Die platform. Give young people another reason to adopt and share the rail safety message, and deepen the brand engagement beyond the initial video and song. Create a game good enough to succeed on its own merits. Make the gameplay sufficiently rewarding to encourage 5+ minutes of gameplay per session. Introduce a new audience to the DWTD brand.
制作信息
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创意总监:
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奖项
戛纳国际创意节 2014
铜奖 移动应用
Charities, Not for Profit and Public Information
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