Event TV: Why Xbox created a human billboard to launch Tomb Raider

Event spoke to Xbox's Rise of The Tomb Raider marketing manager on the concept behind hanging eight people on a 'survival billboard' to launch a new video game.

The contestants were perched on the black billboard for up to 24 hours last Thursday (12 November) and endured a variety of faux weather conditions, including snow, rain and wind. The last one standing – Adam Carr – was awarded a round-the-world trip inspired by the locations Lara Croft visits in Rise of The Tomb Raider.

The billboard was located on Southwark Street in London. Jon Edney, marketing manager, Rise of the Tomb Raider at Xbox, explained that the brand was looking for an "iconic London location with high footfall, so people would see it [the billboard] and share it".

The event was live-streamed throughout the day on a dedicated microsite. "We were really keen when we put this together to have something that could get people involved wherever they were watching," said Edney.

"It was a chance to get [fans] involved and obviously there’s a huge sharability about the campaign and activity. We’re looking forward to seeing how that all goes."

Photos from the event are available to view here.

More from Xbox: Event TV: Xbox lights London into flames for game launch

Microsoft creates Xbox gaming challenge in Manchester 

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