So we wrote a song called ‘Dumb Ways to Die’, created a music video for it and attributed it to an artist that didn’t exist: Tangerine Kitty. We uploaded the video onto YouTube and the song onto iTunes. We pushed the music video on MTV, in cinema, through outdoor and at stations. The song earned 40 million YouTube views in a month, over 3 million social media shares, was covered by over 750 global news outlets and charted in 28 countries. ‘Dumb Ways to Die’ is now the third most viral ad of all time – good luck to the campaign that knocks it off.
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