Microsoft Xbox Survival Billboard

Brief: Xbox challenged the M:United team (Momentum Worldwide, McCann London, MRM/McCann, and CRAFT) to create an experiential activation to support the launch of the new game in the Tomb Raider series; Rise of The Tomb Raider.

Idea: 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.

Results:

• 450K+ total views on Twitch.

• 22K+ votes for weather cast on survivalbillboard.com.

• 5,000+ Tweets.

• 2M+ total views on Facebook.

• Over 56,000 hours of streamed content watched.

• Awarded 18 Lions at the Cannes International Festival of Creativity.

• Press coverage across 23 outlets including; The Evening Standard, Digital

  Buzz Blog, Metro, Tech Insider, EuroGamer and NME.

• Achieved a mammoth average dwell time of 8 mins for Tomb Raider #SurvivalBillboard vs. 8 secs for a traditional OOH.