Xbox ran a unique experiential challenge last week, to mark the UK launch of “Rise of the Tomb Raider” – expected to be one of the biggest selling video games of 2015.
The Microsoft-owned games console brand challenged eight Lara Croft fans to survive 24 hours on a billboard, while being subjected to the harshest weather conditions as voted for by the public.
Staring at 1.00pm last Thursday, viewers were able to watch the contestants fight against the elements, inspired by the critically-acclaimed latest installment of the Tomb Raider franchise, “Rise of the Tomb Raider,” which is set in Siberia.
Part advertising hoarding, part live experiment, the experience was a unique one, both for contestants and viewers. The contestants, standing on tiny ledges in the air, formed part of the billboard’s artwork and headline “Survival of the Grittiest”. They had to endure arctic cold, strong winds, wild snowstorms and intense heat, with the last fan standing winning a trip inspired by Rise of the Tomb Raider.
Viewers were also able to vote on the weather conditions which the competitors were subjected to – including arctic cold, intense wind, wild snowstorms and sudden heat. Survival Billboard was streamed on survivalbillboard.com.
Xbox selected the eight from thousands of applicants from across the UK, alongside ultimate Tomb Raider fan, Jade Jolie.
The campaign was created by m:united and McCann London, with the live event put together by m:united and Momentum London. Production is by m:united and CRAFT London, website by m:united and MRM, the media agency EMT and consumer PR by Edelman. m:united is the agency created by marketing services group IPG to handle its Microsoft account just over a year ago.
The ‘Tomb Raider’ franchise has sold over 45 million copies worldwide and inspired one of the most successful video game film adaptations in history, grossing over $300 million at the global box office, with protagonist Lara Croft becoming a global icon.
Exclusive to Xbox in 2015, “Rise of the Tomb Raider” launched in the UK on November 13th 2015.
The Survival Billboard campaign kicked off in October with call-for-entries ads that focused on its “Terms & Horrible, Horrible Conditions”, which explained every painful facet of the challenge, from hypothermia to hallucinations. Just as intended, the ads discouraged most people, but attracted over a thousand applicants.