XBoxTombRaider_SurvivalBillboard15

Xbox ‘Survival of the Grittiest’

November 21, 2015

BRIEF
Microsoft Xbox ‘Rise of the Tomb Raider’ features far more hostile landscapes than previous versions.
So how do you encourage the hardcore game players to engage without using heavily embargoed game material?

INSIGHT
Game players are survivalists.

IDEA
Survival of the Grittiest. Successful candidates take part in a live, 24 outdoor poster event – a last-man standing contest involving ‘Horrible, Horrible conditions’. The online experience allowed the audience to vote for the weather conditions that the contestants faced: arctic cold, gale force winds, snowstorms and intense heat.



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Awards:
Cannes Lions Gold Promo and Activation (Use of Print or Standard Outdoor)
Cannes Lions Gold Direct (Use of Ambient Media: Large Scale)
Cannes Lions Silver Direct (Launch/Re-Launch)
One Show Gold: Cross Platform: Experiential/Events
One Show Merit: Branded Ent: Innovation in Branded Entertainment
One Show Merit: Branded Ent: Branded Ent: Branded Content/Live Events
D&AD Yellow Pencil: Outdoor: Enhanced Posters
D&AD Wood Pencil: Branded Content & Ent: Live Experience
Webby People’s Voice: Adv & Media/Experience Marketing
Webby Adv & Media/Experience Marketing
Creative Circle Gold: General: Best Branded Entertainment
Creative Circle Gold: General: Experiential: Best event-led campaign

©2016 McCann London and MRM-Meteorite