To bring attention to the Tomb Raider reboot in a busy game launch period, Xbox turned an advertising channel into an entertainment channel. Survival Billboard – a billboard on which gamers stood in a test of Lara Croft-like grit, facing harsh weather controlled by the public via a livestream. Viewers gave up sleep to watch and support. It was oldest advertising medium reinvented as a gripping reality show. Results: 8 minutes average dwell time (vs. 8 seconds for regular billboards), 11000 concurrent viewers (22 hours straight), 3.5 million views, 32000 comments.
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