Square Enix sets Lara Croft loose on the Underground

Game developer Square Enix has sent four 'real-life' Lara Crofts onto London's tube network this morning (28 August) to promote its new game release.

Commuters have been encouraged to seek out one of four Crofts
Commuters have been encouraged to seek out one of four Crofts

The company has teamed up with free morning newspaper the Metro to stage the stunt. Readers have been encouraged to read through the title to find a secret password.

If a passenger spots one of the Crofts, they have been encouraged to whisper the code in her ear. Croft will then get off at the next stop and reward the commuter with a free iPad Mini 3.

Each of the Angelina Jolie lookalikes will be dressed in full tomb-raiding gear and be carrying a ‘limited’ number of iPads.

The stunt has been designed to promote the roll out of Square Enix’s new game, Lara Croft Go, which was released on iOS and Android yesterday (27 August).

More: 


Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by .

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Get a team licence 

 Give your teams unrestricted access to in-depth editorial analysis, breaking news and premium reports with a bespoke subscription to ±±¾©Èü³µpk10.

Find out more

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now