Published on January 12th, 20120
EIDOS – Lara Croft relaunch
Campaigns: Lara Croft relaunch
Objectives: Create significant coverage across media sectors at launch. Position Tomb Raider: Legend as a ‘must have’ game. Create #1 hit at launch.
Re establish brands credibility with consumers and media.
Strategy: Relaunch Lara Croft character through 3 stage campaign;
1. Cosmetics brand style model reveal
2. Features – from shop assistant to cyber heroine
3. Guinness World Record ‘most successful computer games heroine
Results: Widespread media coverage. 2 x double page spreads in The Sun. 2 x pages in Daily Star Sunday, 6 page feature in FHM, 5 x pages in Zoo and a page in Nuts. Front page Evening Standard Lite, full page news articles in Metro & Evening Standard and all key regional newspapers. Broadcast media featured coverage on BBC News 24, BBC 5 Live Mayo, Holly & Stephen Show ITV1, ITV1 3 x MTV & VH1 shows
Outcomes: Lara Croft Tomb Raider; Legend reached Number 1 on release in the UK. The game was both the fastest and one of the biggest selling video games of the year.