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Library/Campaign/Dundee: The Son of a Legend Returns Home
Grade B30 sourcesHIS-00138

Dundee: The Son of a Legend Returns Home

Campaign · 2018 · Notable

Made by Droga5 New York · Source

53Editable slideCertificate

Tourism Australia reported 102 million social video views for its fake Dundee sequel.

Original · Tourism Australia
Trailer · Australia on YouTube
DUNDEE: The Son Of A Legend Returns Home (2018) Official Movie Teaser Trailer #1
Australia on YouTube
Official Dundee movie poster featuring Chris Hemsworth and Danny McBride
Tourism Australia
Tourism Australia Dundee Super Bowl Ad 2018 w/ Chris Hemsworth and Danny McBride (Extended)
Australia on YouTube
Past Campaigns: Dundee - Corporate - Tourism Australia
Tourism Australia
Luke Hemsworth on set of Tourism Australia campaign
ABC News

Spread Score

How it works
Reach69Contagion35Breadth60Velocity63Longevity2953

Numbers

Reported article audience reach, by June
9.2B
As of Jun 1, 2018 · Press · Self-reported · Tourism Australia
Seed to peak
2 weeks
Jan 19 ’18 to Feb 4 ’18
Platforms
6
Started on YouTube
Origin
Mixed
Auto & mobility

Mechanics

  • Mystery & lorePrimary
  • Press loop
  • Platform jump
  • Controversy
  • Revival

How it spread

Trace the origin

Faux Dundee teasers prompted film speculation before the paid Super Bowl tourism reveal. Tourism Australia reported 102 million social video views by June. ABC later reported US visitor spending had fallen; Virgin Australia launched a tie-in in 2019.

Google searchesOct ’17Feb ’18AprJulOctDecJun ’19Sep ’20Dec ’21Mar ’23Apr ’24PeakYouTubeOpen webPressInstagramTVFacebook
YouTubeOpen webPressInstagramTVFacebook

13 more events on this chart

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Timeline (16)

  1. January 2018

    Tourism Australia seed · Jan 19 ’18

    Tourism Australia released a teaser with Danny McBride playing Crocodile Dundee’s son.[1][2][23]

    DUNDEE: The Son Of A Legend Returns Home (2018) Official Movie Teaser Trailer #1
    Open the first post ↗

  2. FirstShowing readers platform jump · Jan 20 ’18

    Film fans questioned whether Dundee was real in FirstShowing comments.[1]

  3. Tourism Australia owner response · Jan 22 ’18

    A second Dundee teaser introduced Chris Hemsworth as Wally Jr.[3][2]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 25 sources · Score 47
Origin
Mixed
Sector
Auto & mobility
Region
AU
Reported article audience reach, by June
9.2B
As of Jun 1, 2018 · Press · Self-reported · Tourism Australia
Evidence
Grade B

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· Source
Google searchesOct ’17Feb ’18AprJulOctDecJun ’19Sep ’20Dec ’21Mar ’23Apr ’24PeakYouTubeOpen webPressInstagramTVFacebook
YouTubeOpen webPressInstagramTVFacebook

13 more events on this chart

Join free to see them

  1. January 2018

    Tourism Australia seed · Jan 19 ’18

    Tourism Australia released a teaser with Danny McBride playing Crocodile Dundee’s son.[1][2][23]

    DUNDEE: The Son Of A Legend Returns Home (2018) Official Movie Teaser Trailer #1
    Open the first post ↗

  2. FirstShowing readers platform jump · Jan 20 ’18

    Film fans questioned whether Dundee was real in FirstShowing comments.[1]

  3. Tourism Australia owner response · Jan 22 ’18

    A second Dundee teaser introduced Chris Hemsworth as Wally Jr.[3][2]

  1. press · Jan 25 ’18

  2. owner response · Jan 28 ’18

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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