The team at Square Enix needed a campaign that captured the imagination of consumers and would ultimately lead to downloads of the game.
At launch we conducted a PR stunt by taking 4 Lara Croft “Cosplayers” on the tube armed with iPads for the public to win – Lara Croft on the GO. On that day a callout was printed in the Metro newspaper and highlighted on their social channels with a secret word for consumers to whisper to the Lara’s.