Survival Billboard

Objective

Microsoft Xbox aimed to generate buzz and engagement for the launch of Rise of the Tomb Raider by creating an immersive, shareable interactive experience. The campaign sought to break through traditional advertising clutter by placing survival-themed gameplay directly into a live public spectacle, leveraging both online and outdoor media channels to reach and convert engaged gaming audiences.

Solution

An interactive live billboard in London featured 8 contestants enduring survival conditions inspired by Tomb Raider gameplay for 22 continuous hours. The public audience participated in real-time via a live internet stream (broadcast across Twitch, Xbox dashboard, digital OOH, and a dedicated microsite), controlling environmental challenges such as weather effects, wind, heat, and precipitation that affected the contestants. Viewers could comment and influence the experience, creating a feedback loop between the game narrative and the live performance.

Results

The campaign achieved 3.5 million total views with a peak of 11,000 concurrent viewers and an average dwell time of 8 minutes per viewer. It generated 32,000 user comments and won Gold at the Clio Awards, plus D&AD Wood Pencils and a Yellow Pencil.