Anatomy of a Stunt – Tomb Raider
In our latest series, Anatomy of the Stunt, WXY takes a look at what makes an effective stunt as well as stripping back all of the elements that made them great.
We’re kicking things off with one of the best games launches in recent years from one of gaming’s most iconic characters – Lara Croft.
Rise of the Tomb Raider was the sequel to the relaunch of the popular gaming franchise. The premise to promote the game was simple, and the results were second-to-none, making it the biggest game launch of 2015.
What it is
It took the traditional (and somewhat mundane) billboard and turned it into an interactive game show, complete with contestants battling through the elements. Viewers then got to vote on the weather conditions that the willing participants had to endure.
Now that’s a billboard that we remember!
What made it good
Tone was on point
The survival element fit well with the game genre it was promoting. In short, it was relevant and engaging.
It was genuinely interesting
It wasn’t just a game launch with a date; there was a reason to return and see real-life contestants ‘survive’. Hosted online on Xbox’s own Facebook page and its own dedicated site, it allowed thousands of people to watch the action as it unfolded.
Simple concept, massive cut through
The brand could have had any old billboard and blended into the mass of game launch out-of-home campaigns. But it took one London billboard to reach people across the world, making it one of the hardest working billboards of that time.
WXY specialises in offering bespoke creative ideas:
It doesn’t cost as much as you think (no harsh agency mark-ups)
Getting you from A to Z, we do all the heavy lifting from creative development to production
Legal savviness, we ensure your stunt complies with territory laws and regulations
Results, your stunt is not just a one-off; we make sure you keep seeing results for your brand building on the stunt’s success to fully achieve the awareness and attention your brand deserves.
Anatomy of the stunt is part of WXY’s current campaign to deliver national brand stunts that live in the real world, online, in social media feeds, on the news and delivered to your audience.
Our price pledge
From development to execution, our PR stunts will cost no more than £65,000.
The only thing that isn’t part of the price pledge is:
- Media buying (this is any radio, TV, YouTube spots or out of home or mail drop advertising). We are happy to recommend a media buying partner to assist with your campaigns.