To promote the launch of its latest "Tomb Raider" release, "Rise of the Tomb Raider," Xbox has challenged eight fans of the game in London to spend 24 hours standing outdoors on a billboard.
The contestants, perched on tiny ledges in the air on the outdoor ad in South London's Southwark, form part of the artwork and headline, "Survival of the Grittiest".
The action is being streamed live on survivalbillboard.com, where fans of the game can vote on what weather conditions to subject the participants to. Simulated weather will include Arctic cold, strong winds, wild snowstorms and intense heat (plus, the fans will have to put with the actual wild and windy conditions forecast for the U.K. tonight thanks to autumn storm Abigail). The last fan standing will win a trip inspired by "Rise of the Tomb Raider."
Promoting the fact that the new game is set in Siberia, the campaign kicked off in October with call-for-entries ads that focused on "Terms & Horrible, Horrible Conditions", which explained how contestants might be subject to anything from hypothermia to hallucinations. Even so, over a thousand people applied, and the eventual contestants include both Tom Raider obsessives and "survivalist" fans.
The campaign was created by m:united McCann London, with the live event by m:united Momentum Worldwide and production by m:united Craft London. MRM, Edelman and media agency EMT were also involved.