Part advertising hoarding, part live experiment; the Xbox Tomb Raider #SurvivalBillboard experience was a unique one, both for contestants and viewers
The contestants, standing on tiny ledges in the air, formed part of the billboard’s artwork and headline “Survival of the Grittiest”. They had to endure arctic cold, gale-force winds, wild snowstorms and intense heat, with the last fan standing winning a trip inspired by Rise of the Tomb Raider. To increase the reach of this activation, there was live streaming across the Twitch platform and a bespoke microsite which housed the public voting system to decide which terrible weather condition the contestants would endure next.
450K+
Total Views on Twitch
22K
Interactions
2 Million
Total Views on Facebook
56,000
Hours of Streamed Content Watched
18 Cannes Lions