“The Lara Croft Challenge” was launched to find the Australian girl possessing Lara’s brains, brawn and beauty.The entire budget was invested into content around this idea. Independent media partners were brought together to create this content and promote it as their own. All content linked The Challenge to the key features of the Tomb Raider game.At the heart of the Challenge was magazine editorial that extended to online, TV, DVD and Point-Of-Sale.

TRLegend became the top selling title for 6 consecutive weeks and exceeded sales objectives by 17%.A $350,000 investment into content delivered in-program and editorial exposure valued at over $2 million.FHM sales increased by 20%/FOX8 doubled its audience.The ‘Search for Lara’ concept is being considered around the world.