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Survival Billboard

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Insight

Featuring epic, high-octane action moments set in the most beautiful but hostile environments on earth, Rise of the Tomb Raider delivers a cinematic survival action adventure where players can join Lara Croft on her first Tomb Raiding expedition as she seeks to discover the secret of immortality.

To celebrate the arrival of Rise of the Tomb Raider of Xbox in the UK, Microsoft needed to find a way to bring those key elements to life via a PR stunt.  

Strategy

Xbox challenged fans to a test of endurance in true Lara Croft style by attempting to survive the harshest weather elements… but this time they were controlled by the general public.

Execution

The ‘Survival Billboard’ featured eight contestants literally strapped to a billboard in Central London over a period of 24 hours. In a test of inner strength, the contestants were tasked with enduring a series of harsh weather conditions which they had to overcome and become the last man standing.

The twist? Whatever the contestants had thrown at them – snow, wind, rain etc - was voted for in real-time by viewers watching the live video stream.

The last person standing in the competition won an all-expenses-paid trip, inspired by the exotic places featured in Rise of the Tomb Raider.

Check out the case study film here: https://www.youtube.com/watch?v=dMTDfKcTeJU.

Results

Viewers stayed up to support the contestants. The stunt garnered 32,000 comments during the one day stunt, in addition to 3.5 million views.

Compared to the average 8 seconds dwell time for a regular billboard, the ‘Survival Billboard’ had a whopping 8 minutes dwell time.

… All by reimagining the oldest advertising medium as a gripping reality show. 

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Brand:
XBox
Brand Owner:
Microsoft
Categories:
Electronic Goods
Entertainment
Region:
United Kingdom
date:
November - November 2015
Agency:
McCann
Media Channel:
Out-of-Home,PR

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