become the tomb raider
become the tomb raider
Experiential
Square Enix was looking for a comprehensive plan to activate the next chapter of the Tomb Raider franchise at conventions. We took a deep dive and provided a wide range of scalable options in our convention activation plan.
bringing the game to life at comic-con
San Deigo Comic-Con is known for its big activations. Luckily, the con has spilled outside of the convention center over the last few years allowing more activation space for fans to interact with their favorite characters and franchises. We created an idea to bring the game to life at Comic-Con by serving up native foods and snakes relevant to the game. We asked our fans if they were up to the challenge?
By turning Moonshine Flats into a jungle fans were immersed into the world of Tomb Raider. Here they were able to sit down at a beta tomb and test the game out for themselves. Afterwards they could head over to the prize wheel and give it a spin to win cool merch, food items, raffle tickets or an XBox One. But you had to earn your spins by having some tasty snacks...
taste fear challenge
Bringing the world of Tomb Raider to life meant more than just creating a jungle. We also wanted to challenge fans to eat some funky treats in the "Taste Fear" challenge.
Among the choices was a Black Forest Scorpion, a Manchurian Scorpion, Superworms, Giant Water Bugs, Grasshoppers, & Silkworms.
snake pit photo op
FInally no trip to the jungle would be complete without handling a snake in the Tomb Raider Snack Pit.
Here you could handle a variety of small snakes and get a photo op with the king anaconda.
scalable ideas provide flexibility at SXSW
In addition to the San Diego Comic-Con activation, we created a SXSW Escape Tomb concept that put fans in Lara’s shoes as they work through thrilling puzzles and challenges that look and feel like they’ve been ripped straight from the game inside one of our scalable warehouse activations. The off-site activation included an escape room, interactive experiences, relic museum display and a swag station. Even the entrance to the activation contained hidden easter eggs that would help fans break out of the escape rooms inside faster.
Each escape room allowed 5 participants at a time. They had 5 minutes to escape the puzzle rooms. When time expires, they exited the room and get a wooden coin if they have successfully completed the challenge. These coins could be exchanged at the swag station for exclusive SDCC items. If they complete the finale room successfully, they will get another coin to get a Trinity Patch at the swag station.
streaming IRL challenges on twitch
The experience can be broadcast on Twitch as a live-action IRL stream. Between games we can have guest appearances by the creators, voice talent and even from Lara herself Alicia Vikander! The two pyramids feature interactive digital activations and beta hubs that fans could play a scene from the game.
We also pitched interactive experiences that included a Lara Croft hologram challenge, mini rock wall climb pryamid plinko and digital puzzles to unlock content. The faux museum displayed outfits Lara Croft wore in the game throughout the years and faux artifacts from previous installments. After fans have experience physical challenges we let them try out a playable segment of the game for themselves in the Beta tomb.
Each station setup with a playable demo for the game. Two of the stations would be featured on the live streaming twitch feed to give fans online a sneak peek at what they could expect to see on Shadow of the Tomb Raider.
The most activation stations you participate in the more wooden tokens you would receive to redeem for swag that included one of three t-shirt designs, mini Maglite keychain or a Trinity Patch.
digital raider
nat geo + tomb raider = historic preservation
We also created interactive experiences that included a Lara Croft hologram challenge, mini rock wall climb and pryamid plinko. The faux museum displayed outfits Lara Croft wore in the game throughout the years and faux artifacts from previous installments. After fans have experience physical challenges we let them try out a playable segment of the game for themselves in the Beta tomb. Each station setup with a playable demo for the game. Two of the stations would be featured on the live streaming twitch feed to give fans online a sneak peek at what they could expect to see on Shadow of the Tomb Raider.
The most activation stations you participate in the more wooden tokens you would receive to redeem for swag that included one of three t-shirt designs, mini Maglite keychain or a Trinity Patch.
marketing plan of attack
In addition to these experiential activation ideas the team put together a marketing plan of attack to release trailers, make appearances and unleash the rest of the marketing campaign on key dates and events.
THIS ACTIVATION WAS CREATED WHILE AT A PREVIOUS AGENCY | WE PROVIDED PITCH CREATIVE IDEATION AND STRATEGY ON THE CONVETION EXPERIENCES. FINAL PRODUCTION & LOGISTICS WERE HANDLED BY ANOTHER AGENCY
© 2023 Super Massive Fun. All Rights Reserved.
© 2022 Super Massive Fun. All Rights Reserved.