Rise of Tomb Raider

Earliest Nyc Snowfall Drops From The Prize Of The Tomb Raider Onto Times Square

Video game publisher Square Enix wanted to create excitement around the release of “Rise of the Tomb Raider”, an adventurous PS4 game that features extreme weather conditions.

OOHA Wilkins Media executed an attention-grabbing experiential marketing display on Times Square to highlight the 2016 Jeep Wrangler Giveaway that accompanies the game’s release. Wilkins suspended an actual Jeep Wrangler against the backdrop of a double-stacked billboard that features the giveaway hashtag. The Jeep periodically releases snow, making it the earliest snowfall on record for New York City. Even the most jaded New Yorkers are stopping and looking up with delight at the Tomb Raider billboard once they see the magical, early snowflakes floating down. More importantly, pedestrians are grabbing their cell phones to share images of this unique outdoor campaign. You can watch the reactions in this video. Adweek also noticed the display and included it in their editor’s picks, featuring a video of interviews with the execution team.

Experiential Marketing

The Campaign Execution

From inception to installation, fifteen thousand man hours were recorded on this campaign. First, Wilkins Media found a billboard in a high traffic vertical location in NYC. Then they obtained and gutted a used Jeep Wrangler. Several engineers and architects were employed to ensure that they could safely attach the Jeep to the billboard. Wilkins had to obtain prop and special effects permits from the City of New York, including the FDNY.

The Snowfall

New York weather forecasters can accurately predict a snowfall in times square every 15 minutes from 8am – 8pm until October 21st. The billboard display creates “blizzard conditions” over a thirty-foot by fifty-foot area before falling. The snow is non-toxic, environmentally friendly, and even kosher. Made up of ninety-nine percent water, it evaporates before hitting the ground.

Experiential Marketing
Experiential Marketing

The Snowfall

New York weather forecasters can accurately predict a snowfall in times square every 15 minutes from 8am – 8pm until October 21st. The billboard display creates “blizzard conditions” over a thirty-foot by fifty-foot area before falling. The snow is non-toxic, environmentally friendly, and even kosher. Made up of ninety-nine percent water, it evaporates before hitting the ground.

Experiential Marketing

The Prize

The giveaway celebrates twenty years since the first Tomb Raider game was released. Fans can enter to win a new 2016 Jeep Wrangler by sharing the hashtag “#prizeofthetombraider” to social media.

Rise of Tomb Raider Photos

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