To launch the new Tomb Raider in the busiest game launch period ever, Xbox turned an advertising channel into an entertainment channel. Survival Billboard was a billboard on which eight gamers stood in a test of Lara Croft-like inner strength, to win a trip inspired by the game. They faced blizzards, downpours, wind and heat – all controlled by the public via a livestream, mobile and microsite. The public gave up on sleep to watch the billboard, supporting and speculating about the people on it. In one day, the oldest advertising medium was reinvented as a gripping reality show.