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.

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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!

 

[Insert video]

 

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:

Our commitment

  • 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.

This includes

 
Full project management .  From planning to delivery and evaluation, WXY handles the whole project.

Full project management.

From planning to delivery and evaluation, WXY handles the whole project.

Resourcing .  Ensuring your stunt has the right people, from first aiders, drivers and even lumberjacks we resource these people for you.

Resourcing.

Ensuring your stunt has the right people, from first aiders, drivers and even lumberjacks we resource these people for you.

Production .  Whether it is an ice sculpture or a huge inflatable, your stunt idea is included in our price pledge.

Production.

Whether it is an ice sculpture or a huge inflatable, your stunt idea is included in our price pledge.

 
 
Digital & social media integration .  Coordination with your social teams or management of social channels. Creating landing pages, microsites or working across your online suite, we ensure your stunt also thrives online.

Digital & social media integration.

Coordination with your social teams or management of social channels. Creating landing pages, microsites or working across your online suite, we ensure your stunt also thrives online.

Media distribution .  Enhancing your stunts reach online outlets and make the news.

Media distribution.

Enhancing your stunts reach online outlets and make the news.

Multimedia production .  Working with the most experienced photographers, videographers and broadcasters to build a full content arsenal.

Multimedia production.

Working with the most experienced photographers, videographers and broadcasters to build a full content arsenal.

 

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.

 

ExperientialMarc Young