Originally posted Oct 24, 2023
Since the beginning of the year, Dumb Ways to Die has been on a trending journey of growth and success. Just last week, the TikTok account rocketed to a jaw-dropping milestone of 6M followers!
The account has seen over 2B views for owned channel content this year and shows no signs of slowing down. The ability to leverage such a large following on TikTok was an impactful way to promote the launch of Dumb Ways to Die 4 in May.
From the release in May, there have been 100M minigames played for Dumb Ways to Die 4 with over 1.3M installs.
Going viral at SXSW Sydney
In the previous week, Sydney hosted its inaugural SXSW event, where Ben Kelly, GM of Dumb Ways to Die, collaborated with TikTok to discuss how the brand transformed TikTok popularity into tangible real-world opportunities. Joining Ben on the panel were creator Ella Watkins and Tom Maynard, Co-founder and Director of Amplify, who explored strategies for establishing a lasting presence for creators and brands on the platform.
By capitalising on the popularity of the Dumb Ways to Die trend and it hitting the #1 spot for TikTok trends in February, PlaySide successfully boosted mobile game downloads, reached new audiences, and enhanced brand recognition for the franchise.
As well as the panel, Dumb Ways to Die 4 and Dumb Ways to Climb were featured at the SXSW Sydney Games Showcase – attendees had the opportunity to play through the titles and even try to break the speed run record for Dumb Ways to Climb!
Mishap made a surprise guest appearance, where their mascot added to the excitement and joined the fun at the 360 Photo Booth! Attendees could capture a playful video with the Beans before heading to the SXSW Game Awards.
Spilling the beans
A fresh and exciting addition to the Dumb Ways to Die lineup is the new series of short stories that delve into the comical escapades and intriguing backgrounds of our quirky Beans and their mischievous antics.
This is just the beginning, with many more stories on the horizon! The first instalment in this series spills the beans on the tale of Mishap and his unfortunate adventure with his pet snake. Keep an eye out for our killer Halloween story coming very soon.
Watch Mishap’s Snake Adventure now!