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Integration
Multi-platform Campaign

Silver Winner

Entrant: McCann London, London
Xbox / Tomb Raider - "Survival Billboard"

Corporate Name of Client: Microsoft

Xbox EMEA Head of Advertising: Michael Flatt

Media Companies: EMT/Dentsu Aegis, London

PR / Marketing Company: Edelman, London

Agency Senior Account Executive: Sailesh Jani

Agency Account Executive: Charlotte Walters

Agency Account Director: AJ Coyne

Agency Account Manager: Charlotte Habin

Agency Planner: Thomas Keane

Agency: McCann London, London

Chief Creative Officers: Rob Doubal/Laurence Thomson

Creative Directors: Sanjiv Mistry/Jamie Mietz

Copywriters: Jim Nilsson/Sanjiv Mistry/Anja McGuiness

Art Directors: Jacob Björdal/Jamie Mietz

Head of Production: Sergio Lopez

Executive Agency Producer: Tom McLoughlin

Agency Producers: Clare Mann/Lois Newcombe/Chris Cartwright

Integrated Creative Director: Chad Warner

Design Director: Michael Thomason

Design Studio: Ellis Faint/Liam White/Muhammad Qasim

Graphic Designers: Colin Lee/Danny Elliot

Production Companies: Momentum Worldwide, London/Hothouse, London/Attention Seekers, London

Digital Production Company: MRM, London

Editing Facility: CRAFT Worldwide

Editors: Andy Tusabe/Paul Jenkinson

Sound Engineers: Tim Sutton/Chris Gilbert


Description of the Project:
Challenge:
Big video games, like big movies, launch with a huge outdoor presence. It’s become the battleground for new game launches. Yet most outdoor ads are glanced at for just 8 seconds. So how could Xbox get gamers to engage with the launch of the gritty new Tomb Raider reboot during the busiest game launch period in history?

Solution:
Turn an advertising channel into an entertainment channel. Survival Billboard was a single billboard that reached the world, as the action taking place on it was live streamed on Twitch, the Xbox dashboard, banner ads, digital OOH and a dedicated microsite. The public gave up on sleep to watch the billboard, to control the weather that the participants were enduring, as well as to support, discuss and speculate about alliances and romances. The winner lasted 22 grueling hours, yet In that one day, and with the help of several touchpoints, the oldest advertising medium was reinvented as a gripping reality show.

Results:
8 minutes average dwell time (vs. 8 seconds for a regular billboard)
£3.8 million in earned media 
11000 viewers for 22 hours straight
1000 weather votes per hour
3.5 million views 
32000 comments in 22 hours