To mark the launch of Rise of the Tomb Raider, featuring gaming heroine Lara Croft, Xbox turned an outdoor ad in South London into an eight person endurance game.
Starting yesterday (12 November 2015), eight people had to attempt to stay on a billboard for as long as possible while battling the ‘elements’, such as snow, sudden heat and strong winds. The test, ending today, is being streamed on survivalbillboard.com.
Marketing spoke to John Edney, marketing manager for Rise of the Tomb Raider at Xbox about the launch.
The campaign is created by m:united \ McCann London, with live event by m:united \ Momentum London, PR by Edelman and media buying by EMT.