I woke up last Monday after a weekend of not much social media, and while checking my networks on the train to work I discovered that about 6m people had beaten me to watching Dumb Ways to Die, which could also be re-named as “the little train safety campaign that could”.
As I type (a week later), it is sitting on a tidy 26,697,158 YouTube views. It's certainly getting a seat at the table of greatest viral campaigns ever.
That’s no mean feat for a public transport authority in Melbourne, Australia, using an unknown artist, and no media spend. It seems to be targeting the youth market, and they appear to be going about it the right way.