Digital happenings this week from Michelin, Tumblr, InMobi and more

The "Dumbest Ways to Die" music video by McCann on behalf of Metro Melbourne has generated more than 28 million views, numerous covers and even a spoof website (not) offering cash for kidneys. Launched on 16 November, the music video advocating safety around train stations also become the world's most viral video with 234,000 shares of the main video in a 24-hour period.

Michelin has called a CRM pitch for its Michelin and Michelin TyrePlus business in China, to initiate and optimise appropriate CRM programmes for all of its brands. Rapp and OgilvyOne are among the agencies understood to be competing for the business.

GroupM China has launched mLab, a digital experience centre, and a new app to create an interactive setting that enables GroupM agencies and clients to understand and apply the latest digital technology, as well as to foster a more creative and entrepreneurial mindset.

Carat China has appointed Wang Fan, most recently head of Sina Weibo's National Enterprise Corporation and senior trainer at the Sina Weibo Marketing Academy, to the newly created role of head of Carat Social. Wang will provide customised social-media solutions to clients, integrating social-media marketing within the communications planning process.

Wildfire, which was recently acquired by Google, has formed an association with Notch Digital Vietnam to power the agency’s social-media practice in Vietnam.

Infant nutrition brand Friso has launched a digital out-of-home campaign in Singapore that integrates the brand’s social-media activities. The campaign, which was developed by JWT Singapore and ZenithOptimedia, will coincide with the launch of a mobile app that allows users to earn “Friso points” to redeem gifts and vouchers, and hosts a built-in camera function.

We Are Social, BBH and Social@Ogilvy have been named as the three agencies in Asia that will participate in Tumblr’s “A-List Partnership Program", which aims to equip agencies with advice, resources, and tools to ensure they can correctly advise clients on how to best leverage the platform.

While marketers in Asia-Pacific are optimistic and keen on digital marketing, most organisations lack the talent and right organisational alignment to act on these ambitions, according to a study by Adobe in partnership with the CMO Council.

Mobile technology and ad-network provider InMobi has announced the beta launch of its Lifetime Value Platform, which aims to help maximise lifetime value (LTV) and ultimately increase revenue by identifying different in-app user groups and providing behavioural insights to the publisher or developer.