Example 1: Metro Trains: Dumb Ways to Die
Public service announcements are known for being boring, so back in 2012, Melbourne Metro Trains decided to liven things up a bit with their visual marketing campaign, and came up with the perfect way. How do you convey a message to avoid deaths caused by train accidents? You add cute cartoons, a catchy tune, and some dark humor, of course! And so they came up with some catchy lyrics about several dumb ways to die – getting your toast out with a fork, doing your own electrical work, keeping a rattlesnake as a pet, selling both your kidneys on the Internet, to name a few.
As expected, the campaign went viral. Within 24 hours, the song reached iTunes Top 10 Charts, and has 140 million views on YouTube as of this date!
Read more about this example from The Yellow Sparrow.
Example 2: ALS: Ice Bucket Challenge
This one, you know it just had to be on the list. These challenges were all the rage back in 2013, and your Facebook newsfeeds were flooded with people pouring ice cold water on themselves, nominating people to do the same, and then donating some amount for the ALS Association. But here’s the best part: ALS never planned this campaign!
Wait, what?!
Yup, a golfer from Florida, Chris Kennedy, nominated a friend to participate in the Ice Bucket Challenge, which had nothing to do with ALS at the time.
Read more about this example from The Yellow Sparrow.