Video games turned into movies rarely live up to expectations. So when it came to launching Tomb Raider for the second time, we needed to get people excited about meeting the new Lara Croft.
The best way to get to know Lara is by walking in her boots.So we took a game, that was turned into a movie, and turned it back into a game – using ads. We created different challenges and the new Lara Croft was there every step of the way. So not only did people get to know the newest tomb raider, they got to be just like her. Each task took players one step closer to finding a tomb with the treasure inside and winning their very own adventure holiday.