Tomb Raider ‘Survival Billboard’ sees eight daredevils brave the elements


By John McCarthy, Opinion editor

November 12, 2015 | 2 min read

Xbox has empowered the public with the chance to test the mettle of eight people competing in a unique competition designed to promote Xbox exclusive game ‘Rise of the Tomb Raider’.

I'm a marketing stunt dubbed the ‘Survival Billboard’, from m:united and McCann London, eight people were tasked with braving extreme weather conditions in an endurance test to see who could stand the longest to win a holiday, a trip inspired from the locales in the game.

For a period of 24 hours, broadcast over Twitch, competitors balanced precariously on a London billboard.

Bringing a sadistic edge (and interactivity) to the proceedings, Twitch viewers can vote upon which weather they wanted to bombard entrants with in a bid to knock them from their ledges.

The campaign was promoted on Twitter.

Get a taste for the plight of the contestants here. At the time of publication, the task remains live with all eight entrants.


Content created with:

McCann London

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