One of the most successful viral campaigns of the last few years was by Melbourne Metro. If you haven't seen it yet, it's time you watched 'Dumb Ways to Die':
So it was incredibly popular, there were spin offs and parodies and even my kids have been singing it. Can 52,147,863 people be wrong?
I'm assuming that the aim of the video was to remind people not to die in a dumb way, ie crossing train tracks. Did Melbourne Metro get their ROI? Did it save lives?
According to Metro Trains there has been a '20% drop in dumb behaviour'... hmmm, not sure how you can measure that.
I guess the winners in this are the creative team, they really grabbed some attention with a really fun little animation and a catchy tune.