To launch the grittiest Tomb Raider game, we decided
to use gaming channels such as Twitch and IGN to create
an interactive experience that would appeal to a gaming way
of thinking and responding. We turned an advertising channel into an entertainment channel. And put gamers in control
of the communication.
A competition was created that required the participants to stand on a “survival billboard” in London, for 24 hours and be exposed to simulated weather conditions whilst demonstrating their Lara Croft-like grit and inner strength.
The public could watch in real life or follow the competition via a live online stream. Viewers were also able to decide what kind of harsh weather the competitors were blasted with – blizzards, downpours, wind and heat, by voting through a custom-built website, which needed to be planned in meticulous detail.
The winner remained on the billboard for 20 hours, 45 minutes, and won a Tomb Raider-inspired holiday.
- 1000 weather votes per hour
- 8 minutes average dwell time
- 3.5 million views
- 90+ awards