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In a campaign reminiscent of "touch the truck" competitions, Xbox challenged eight contestants to survive 24 hours on a billboard to mark the release of the new Tomb Raider game.

McCann London, working as part of M:United (the team set up by Interpublic to service Microsoft), created the campaign for Xbox. Beginning at 1pm on 12 November, eight fans of the game – Rise of the Tomb Raider – were plonked on a billboard in London Bridge and exposed to simulated weather conditions. The public got to decide when contestants were subject to bouts of heat, wind and snow by voting through an over-18s-only website, on which their progress was also streamed live. The winner, called Adam, remained on the billboard for 20 hours, 45 minutes. He wins a Tomb Raider-inspired holiday.