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Evolution Signs Global Publishing Partner for ‘Dumb Ways To Die’

The first PSA Campaign ever to develop consumer products’ program continues to engage fans with game app ‘Dumb Ways to Die 2.’

‘Dumb Ways to Die’ Los Angeles, CA -- One of the most award-winning campaigns in advertising history, Dumb Ways to Die, continues to ignite and grow its fan base two years after its initial PSA debut, and boarding the train to capitalize on the “all things dumb” phenomenon is Australian publisher The Five Mile Press, who becomes the global publishing partner (excluding the U.S. and Canada) for the brand.  The new deal coincides with the November 18, 2014 launch of the Dumb Ways to Die 2: The Games app, which propelled the brand to achieve over 100 million downloads for the two apps.  The Android version of Dumb Ways to Die 2: The Games app debuted on December 9.

Conceived as a public train safety campaign for Metro Trains Melbourne, the 21 adorable Dumb Ways to Die characters were originally depicted dying taking dumb risks in a 3-minute animated music video, which became a global viral success.  Proving that word of mouth and peer-to-peer sharing is still the most powerful asset a brand can have--the adorable characters can now be seen in games, a series of online videos combining live-action and animation, Facebook content and an updated website--creating a digital destination for all things dumb. 

Further expanding this engagement is newly signed publishing partner The Five Mile Press, a wholly owned subsidiary of Bonnier Publishing Ltd., which is now developing a comprehensive line of storybooks, activity books, novelty books and stationery products, for distribution to major retailers beginning in 2015. Based in Melbourne, The Five Mile Press is well known for creating innovative novelty formats and believes DWTD is the perfect addition to its licensing portfolio and in keeping with its overall publishing mission of fostering local talents and launching them internationally.

Global demand for more ways to engage with the brand has spurred the development of a multi-category worldwide licensing and retail campaign, spearheaded by Evolution. Metro Trains Melbourne will launch a dedicated e-commerce store, featuring a new line of Dumb Ways to Die products in early 2015. Categories licensed so far include: publishing, apparel, accessories, posters and paper goods, plush, novelties, first aid and safety products and social messaging apps.  Additional category partners are now being secured to round out the program.

“The creation of ‘entertainment’ instead of ‘advertising’ in this campaign to be safe around trains has smartly evolved into an engaging character and digital media brand that is continually attracting new fans of all ages,” comments Travis J. Rutherford, President of Licensing and Retail at Evolution.  “In response to research Metro is developing a dynamic line of licensed merchandise to serve the exploding demand for the millions of fans around the world.” Rutherford adds, “Initially retailers and licensees were somewhat skeptical, but now with the hugely successful launch of the second game, and millions of fans constantly consuming the short-form animation, along with consumer demand for licensed products, Dumb Ways to Die has made the leap to become a long term franchise.”

Since the launch of the original Dumb Ways to Die PSA two years ago, millions of fans, almost evenly split among males and females (53%/47%), continue to remain engaged.  The Dumb Ways to Die YouTube Channel, featuring the original PSA and specially created short form animated content continues to add approximately 2 million new viewers monthly with over 120 million views, and over 420,000 subscribers. 100+ parody videos have been uploaded to YouTube with several receiving millions of views, including Annoying Ways to Die from Annoying Orange (9 million), Dumb Ways to Die Minecraft Edition (7.1 million), and The Movie Maniacs Parody (6.5 million).

A rare occurrence in the app store, The Dumb Ways to Die 2: Game App has surpassed its predecessor, reaching the #1 spot overall in 81 countries, compared to the first app’s #1 spot overall in 30 countries; In the U.S., the Dumb Ways to Die 2: The Games app took the top spot in the free app charts, besting the heavily advertised “Candy Crush Soda Saga” app. 

Dumb Ways to Die 2: The Games features players cast as new sporting Dumb Ways To Die characters, competing in athletic-style mini games across arenas in an attempt to claim the ‘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.

Source: Evolution

Jennifer Wolfe's picture

Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.