MELBOURNE – Following the remarkable success of the ‘Dumb Ways to Die’ smartphone and tablet game, Metro Trains have released a follow up title available on the iTunes App Store. Created by McCann Melbourne and produced by local developer Millipede, ‘Dumb Ways to Die 2: The Games’ builds on the remarkable success of the franchise to date and will also be available for Android.
A hit with young people, the first Dumb Ways to Die game went to number one on the iTunes App Store in over 21 countries, clocking up over 70 million downloads and over 1.2 billion plays. The game successfully extended the Dumb Ways to Die campaign following the initial phase of viral campaign, generating millions of hours of engagement with the rail safety message.
Building on the gameplay of the first title, ‘The Games’ sees players cast as new sporting Dumb Ways to Die characters, competing in athletic-style mini-games across three arenas in an attempt to claim the coveted ‘Dumbest of the Dumb’ title. Gameplay arenas include Freezerville, the Dumb Dome and Drown Town and are all connected by train travel and only accessible once a train safety game is complete.
Further to the game, a series of online videos combining live action & animation, Facebook content and an updated website have also been released, providing a digital hub for discussion around all things Dumb.
Leah Waymark, Metro Trains, General Manager, Corporate Relations and Business Development said: “The Dumb Ways to Die characters are safety champions, mainly around trains but occasionally they see risks with other popular events and like to warn people of the consequences.”
“We hope to surprise and delight people of all ages with a really fun and entertaining game, while still conveying a serious safety message. With this campaign it became cool to be safe and dumb to take risks around trains,” Waymark said.
Meanwhile, Pat Baron, McCann Melbourne ECD commented: “Two years on, it’s extraodinary to think that affection for the campaign is still growing. It’s a powerful thing to put your message in the hands of young people and to do so in a way that brings such joy is a rare privilege.”
At the same time, Will Monte, Millipede Melbourne, Game Director shared: “This has been an amazing opportunity, not only to produce a game for a hugely successful Melbourne brand, but the brand humour is perfectly inline with our own. Dumb Ways To Die 2 is another leap forward in raising the profile for using games as a means to educate and raise awareness, while remaining a fun and enjoyable experience.”
CAMPAIGN CREDITS
Metro Trains
General Manager, Corporate Relations & Business Development: Leah Waymark
Marketing Manager: Chloe Alsop
McCann Melbourne
Executive Creative Director: Patrick Baron
Creative Director: David Ponce de Leon
Senior Designer: Scott Hall
Designer: Dave Budd
Art Director: Mathew Hine & Ryan Clayton
Copywriter: Andrew North & Patrick Trethowan
Managing Director: Adrian Mills
Digital Director: Tony Prysten
Senior Digital Producer: Joe Guario
Group Account Director: Alec Hussain & Serrin Dewar
Senior Account Manager: Clara Tang
Account Manager: Alex Haigh
Millipede
Game Director: Wil Monte
Game Design: Samuel Baird
Mobile Team Lead: Patrick Toohey
Mobile Game Developer: Geoff Walker
Mobile Game Developer: Mark Eduardo
Art & Design Team Lead: Mark White
Senior Designer: Richard McBride
Senior Designer: Michael Raftos
Animator: Ben Ommundson
Animator: Aaron McDonald
Sound Design: Scott Illingworth
QA Lead: Felix Lawi
Senior Producer: Sara Cousins
