TURNING AN ADVERTISING CHANNEL INTO AN ENTERTAINMENT CHANNEL
Challenge

Launch and bring attention to the gritty new Tomb Raider, all in the busiest game launch period ever.



Solution

Survival Billboard. Part poster, part interactive reality show. In a test of grit and resilience, eight gamers stood on a billboard, facing harsh weather controlled by the public. The last fan standing would win. It was streamed live on a microsite, Twitch (the #1 game streaming site), banners, digital outdoor and the Xbox dash. Viewers stayed up all night to support their favourites, speculate about romances, invent nicknames and watch the gruelling drama unfold.

Results

8 minutes average dwell time (compared to 8 seconds for a regular billboard)
3.5 million views in a day
32000 comments in 22 hours
£3.8 million earned media

Gallery