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