Microsoft Xbox stepped up their marketing game in their latest campaign where they are celebrating the launch of ‘Rise of the Tomb Raider’ video game by strapping 8 Lara Croft fans to a billboard. Yes, you heard that right.
For 24 hours, 8 contestants were strapped to a billboard in London where the contestants were subjected to harsh weather conditions, as voted for by the public.
The public could tune in online at www.survivalbillboard.com and on Twitch. They could also then suggest what kind of weather conditions the contestants should go through. The billboard would then take the contestants though these harsh conditions such as arctic cold, strong winds, snowstorms and intense heat.
I wanted to stay up on the #SurvivalBillboard I was pumped! But medics pulled me off because I had hypothermia 😨 the cold took it's toll…
— Jade Jolie (@JadeJoliex) November 12, 2015
The person who stayed on the billboard the longest won an all-expenses-paid trip inspired by the Rise of the Tomb Raider, with the opportunity to explore some of the world’s most exotic places.
— McCann London (@mccannlondon) November 13, 2015
Learn more about this campaign at www.survivalbillboard.com
Agency: m:united\McCann, m:united\Momentum, m:united\CRAFT, m:united\MRM, media agency EMT and PR agency Edelman