Microsoft Xbox Survival of the Grittiest

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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.

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