Rise of the Tomb Raider

How we stirred the souls of gamers, by letting them play God

Big video games, like movies, traditionally launch with a big outdoor presence.

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It’s become the battleground for big game launches. Yet most outdoor ads are glanced at for just 8 seconds.

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So, to launch the grittiest Tomb Raider game yet, 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.

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Survival Billboard in central London was the stage on which 8 gamers stood in a test of Lara Croft-like grit, endurance and strength. The prize? A trip inspired by the game.

The contestants, who made up the billboard headline, faced blizzards, downpours, harsh wind and intense heat – all controlled digitally by the public via a live stream.

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The results?

  • 1000 weather votes per hour
  • 8 minutes average dwell time
  • 3.5 million views
  • 90+ awards
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