Retail Merchandiser - January/February 2015 - 33

Evolution USA LLC

Dumb for All Ages

Knowing that you have 130 million views behind your content is
great data to have when building a franchise. Knowing exactly
who's watching is even better. However, that can be hard to track
when your content is shared in homes, at school, and via email and
social media, which is the case with Metro Trains Melbourne, the
transit authority behind the popular franchise "Dumb Ways to Die."
Full-service licensing, brand management, product development and
sourcing firm Evolution USA LLC is consulting Metro as it embarks on
product licensing. One of the first tasks was to find out exactly what
demo of customer is engaging with and sharing the content.
"We want to find the right product categories for this property,
so we had to make sense of our core demographic," Evolution
President Travis Rutherford says. "This is a property like no other
I've ever dealt with when you think about where it started and
how it's resonated with global audiences. It was not easy to define
the exact target audience for the product, and, as such Metro and
McCann conducted extensive consumer research in this regard."

deny "Dumb Ways to Die" produces attractive content
worth a download.
The "Dumb Ways to Die" YouTube Channel, featuring the original PSA and specially created short-form
animated content continues to add approximately 2 million
new viewers monthly with more than 130 million views, and
470,000-plus subscribers to date.
More than 100 parody videos have been uploaded to YouTube with several receiving millions of views, including
"Annoying Ways to Die from Annoying Orange" (9.6
million), "Dumb Ways to Die Minecraft Edition" (7.4
million), and "The Movie Maniacs Parody" (7.3 million).
The ad campaign also has garnered significant accolades,
including the Grand Trophy in the 2013 New York Festivals
International Advertising Awards. In June 2013, the campaign clip won the Integrated Grand Prix at the Cannes Lions International Festival of Creativity and, overall, won five
Grand Prix awards, 18 Gold Lions, three Silver Lions and
two Bronze Lions, which was the most for any campaign in
the festival's history.
Despite all this recognition, the evolution of the "Dumb
Ways to Die" franchise - a PSA turned commercial success
- is still foreign to most retailers.
"Retailers today are still very conservative," Rutherford
says. "They have very little shelf space and have high demand from both licensors and licensees for that space.
There's a lot of content available to them as buyers and they
are playing very safe by putting in items based on previous
brand performance or products based on movie sequels."
"Dumb Ways to Die" is a very different animal. It's a
brand that has been created in the new media world and its
global popularity has come via viral shares and social media
versus traditional media.
"If 130 million consumers had watched a TV series or
film, every retailer in the country would be supporting licensed products extensively," Rutherford adds. "So the
challenge is educating retailers to understand that despite
this brand being born on a new media platform, 130 million consumers should not be ignored. Metro will launch an
e-commerce store with a dynamic line of licensed and originally created merchandise to prove the consumer demand
and to allay retailers' concerns."
The brand's ecommerce site will launch in early 2015.
"Metro believes in the brand and they are investing for
the long-term by maintaining quality storytelling, and developing new short form content and more digital games,"
Rutherford says. "Sometimes it takes time to grow and convince the marketplace that something meaningful is there.
So we are taking our time, working with quality partners to
get placement in specialty and mid-tier retailers with expansion into mass retail in the future." O
January/February 2015

RETAIL-MERCHANDISER.COM

33


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
Retail Merchandiser - January/February 2015 - 5
Retail Merchandiser - January/February 2015 - 6
Retail Merchandiser - January/February 2015 - 7
Retail Merchandiser - January/February 2015 - 8
Retail Merchandiser - January/February 2015 - 9
Retail Merchandiser - January/February 2015 - 10
Retail Merchandiser - January/February 2015 - 11
Retail Merchandiser - January/February 2015 - 12
Retail Merchandiser - January/February 2015 - 13
Retail Merchandiser - January/February 2015 - 14
Retail Merchandiser - January/February 2015 - 15
Retail Merchandiser - January/February 2015 - 16
Retail Merchandiser - January/February 2015 - 17
Retail Merchandiser - January/February 2015 - 18
Retail Merchandiser - January/February 2015 - 19
Retail Merchandiser - January/February 2015 - 20
Retail Merchandiser - January/February 2015 - 21
Retail Merchandiser - January/February 2015 - 22
Retail Merchandiser - January/February 2015 - 23
Retail Merchandiser - January/February 2015 - 24
Retail Merchandiser - January/February 2015 - 25
Retail Merchandiser - January/February 2015 - 26
Retail Merchandiser - January/February 2015 - 27
Retail Merchandiser - January/February 2015 - 28
Retail Merchandiser - January/February 2015 - 29
Retail Merchandiser - January/February 2015 - 30
Retail Merchandiser - January/February 2015 - 31
Retail Merchandiser - January/February 2015 - 32
Retail Merchandiser - January/February 2015 - 33
Retail Merchandiser - January/February 2015 - 34
Retail Merchandiser - January/February 2015 - 35
Retail Merchandiser - January/February 2015 - 36
Retail Merchandiser - January/February 2015 - 37
Retail Merchandiser - January/February 2015 - 38
Retail Merchandiser - January/February 2015 - 39
Retail Merchandiser - January/February 2015 - 40
Retail Merchandiser - January/February 2015 - 41
Retail Merchandiser - January/February 2015 - 42
Retail Merchandiser - January/February 2015 - 43
Retail Merchandiser - January/February 2015 - 44
Retail Merchandiser - January/February 2015 - 45
Retail Merchandiser - January/February 2015 - 46
Retail Merchandiser - January/February 2015 - 47
Retail Merchandiser - January/February 2015 - 48
Retail Merchandiser - January/February 2015 - 49
Retail Merchandiser - January/February 2015 - 50
Retail Merchandiser - January/February 2015 - 51
Retail Merchandiser - January/February 2015 - 52
Retail Merchandiser - January/February 2015 - 53
Retail Merchandiser - January/February 2015 - 54
Retail Merchandiser - January/February 2015 - 55
Retail Merchandiser - January/February 2015 - 56
Retail Merchandiser - January/February 2015 - 57
Retail Merchandiser - January/February 2015 - 58
Retail Merchandiser - January/February 2015 - 59
Retail Merchandiser - January/February 2015 - 60
Retail Merchandiser - January/February 2015 - 61
Retail Merchandiser - January/February 2015 - 62
Retail Merchandiser - January/February 2015 - 63
Retail Merchandiser - January/February 2015 - 64
Retail Merchandiser - January/February 2015 - 65
Retail Merchandiser - January/February 2015 - 66
Retail Merchandiser - January/February 2015 - 67
Retail Merchandiser - January/February 2015 - 68
Retail Merchandiser - January/February 2015 - 69
Retail Merchandiser - January/February 2015 - 70
Retail Merchandiser - January/February 2015 - 71
Retail Merchandiser - January/February 2015 - 72
Retail Merchandiser - January/February 2015 - 73
Retail Merchandiser - January/February 2015 - 74
Retail Merchandiser - January/February 2015 - 75
Retail Merchandiser - January/February 2015 - 76
Retail Merchandiser - January/February 2015 - 77
Retail Merchandiser - January/February 2015 - 78
Retail Merchandiser - January/February 2015 - 79
Retail Merchandiser - January/February 2015 - 80
Retail Merchandiser - January/February 2015 - Cover3
Retail Merchandiser - January/February 2015 - Cover4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110708
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_50thanniversary
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110506
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110304
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110102
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20101112
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100910
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100708
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100506
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100304
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100102
http://www.nxtbookMEDIA.com