IT & Consumer Durables

TITLE: The Tomb Raider Challenge
AGENCY: Ikon Communications
CLIENT: Atari

OBJECTIVES
For the launch of Tomb Raider: Underworld Atari set its media agency Ikon Communications a three-month sales target of 20,000 units, meaning the game would have to outsell two previous Tomb Raider releases by 18%. Tomb Raider is Atari’s marquee brand, but the game’s initial code
received poor feedback from gamers. Atari’s credibility was at stake.

CAMPAIGN
The game’s hero Lara Croft spearheaded a 21-day virtual challenge to appeal to the competitive nature of gamers, who had to follow clues to find hidden digital artifacts hidden in Google Earth. Half of the $500,000 campaign budget was spent on content creation for the challenge, including content for a website, widget and mobile site, supported by digital rich media display, a YouTube video, PR and limited magazine activity.

RESULTS
The website recorded 286,616 page views and 56,218 unique visitors and 42,662 Desktop Lara downloads. Most importantly, the campaign delivered post launch sales of 22,804 units, 14% above the target.

Judges' Comments
Through the innovative use of media, the agency created a game within a game, breathing l ife into this product and generating fantastic results.