Following the success of the ‘Dumb Ways to Die’ smartphone and tablet game, Metro Trains has released a follow-up title available exclusively from 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 milion 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 and animation, Facebook content and an updated website have also been released, providing a digital hub for discussion around all things Dumb.
Leah Waymark, general manager, corporate relations and business development at Metro Trains, 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.”
Pat Baron, McCann Melbourne ECD, added: “Two years on, it’s extraordinary 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.”
Wil Monte, Millipede Melbourne, Game Director, said: “This has been an amazing opportunity, not only to produce a game for a hugely successful Melbourne brand, but the brand humour is perfectly in line 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.”
General Manager, Corporate Relations & Business Development: Leah Waymark
Marketing Manager: Chloe Alsop
Executive Creative Director: Patrick Baron
Creative Director: David Ponce de Leon
Senior Designer: Scott Hall
Designer: Dave Budd
Art Directors: Mathew Hine & Ryan Clayton
Copywriters: 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